As the COVID-19 pandemic grinds on, B2B technology buyers are adjusting to a new (hopefully temporary) type of “normal.” Though the vast majority remain optimistic about the long-term future for their enterprises, they need help getting through the current, extremely challenging times. That’s where opportunity lies for B2B marketers today.
According to the latest research from LeadMD, only one in five business buyers is pessimistic about the future success of their business. And a (small) majority are still actively buying. But B2B marketers need to shift tactics and more important, messaging, in order to earn conversations with those prospective customers.
Conditions are changing quickly, and marketers need to keep up. Articles and posts about how to work effectively from home were big for about three weeks back in March, but people have figured that out now. They also no longer need pieces on how to use remote conferencing software, and are no longer making embarrassing mistakes like forgetting to wear pants.