By Nick Nelson

“The new normal.”

I believe that’s what we would call the opposite of a compelling lede. Nobody wants to hear that phrase anymore, I know it. While that may be the case, it’s an unavoidable truth that our world does, and will, look different in many ways following a globally disruptive pandemic.

Savvy business and marketing leaders are already planning proactively for what lies ahead. They’re assessing what’s changed in the past year, analyzing trends and indicators, and optimizing their strategies to thrive within an altered economic and social environment.

We’re here to help. Read on for research and recommendations that will help you equip your B2B organization for maximum success going forward.

5 Keys to Success in a Brave New World of B2B Marketing

If the last year has taught us anything, it is to expect the unexpected. But that doesn’t mean marketers can’t plan intelligently. While we may still be in a period of flux, the reshaped business environment is coming into focus.

Core fundamentals remain the same: Build awareness, build trust, build loyalty. Be the best answer. Deliver customer experiences that differentiate.

The way we go about accomplishing these things, however, will not be the same. Here are a few key areas I recommend prioritizing and aiming to optimize.

1 — Rethink Marketing Events and Experiences

In-person events will gradually return in some capacity, but even if you value the networking and promotional opportunities these occasions provide, the smart move is not to wait.

Rethink how you deliver experiences, and double down on digital engagement. Collaborate and orchestrate with friendly parties in the same way as partnering organizations do in bringing physical events to life. Bring influencers to your audiences in new ways, turning them into your keynote speakers.

With hybrid workplaces likely to be a permanent reality, much attention is being paid to creating equity and shared experiences for employees both remote and on-site. We should be thinking about audiences and business prospects under this same paradigm, because traveling for meetings or industry events will be substantially less common for a long while – if not forever.

2 — Focus on Doing a Few Things Extremely Well

No business has limitless resources. Spreading your chips too thinly will lead to sub par returns across the board. Instead, decide where you want to truly excel, and channel your full energy into it.

Recently our Joshua Nite wrote about how to create a podcast that rises above the noise. He rightfully points out that, while there is an enormous appetite for the format, there is also a staggering abundance of options. The stakes are high for breaking through.

Joshua’s recommended set of steps is not overly complicated, but does require real investment – of time, budget, and creativity. At TopRank Marketing, we’ve seen our clients and plenty of other B2B brands achieve stellar results through podcasting, but it takes an aligned vision and full buy-in.

The same goes for influencer marketing, …read more

Source:: Top Rank Blog