B2B Marketing After COVID-19: What Changes and What Doesn't?

The future of B2B marketing after the COVID-19 pandemic is uncertain, but there are some educated guesses to be made. Revenue marketing will become more important, as CMOs will be expected to make significant contributions to sales pipeline and revenue. Martech will undergo contraction and innovation, and live events will eventually return. Young talent will struggle to find employment, but companies that maintain or increase their marketing spend during a recession will drive revenue and market share growth.

Harvard Business Review's research into the impact of previous recessions on corporate performance found that only 9% of companies flourished and outperformed competitors by at least 10%. CMOs will need to focus on closing analytics gaps in order to actively measure and optimize pipeline performance. Additionally, market leaders will use this time to pick up valuable technology and create stronger platforms, while innovators will create the next generation of marketing technology.

Though it may take some time for marketing conferences to flourish again, global vaccination and revenue growth will be key drivers. Companies and young talent should look for contract opportunities rather than permanent employment. Now is an amazing opportunity for brands with cash reserves to take share, so CMOs should look to pare back expenses and shift more dollars into content and digital engagement. Agile marketers with the ability to adapt and collaborate will be the key to success in the post-COVID world.