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

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

Marketing Strategy — Mon., May. 4, 2020

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.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

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

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

The Real Reason Your Shiny New Product Isn't Converting

The Real Reason Your Shiny New Product Isn't Converting

Even the best B2B products can stall without clear messaging. Learn how to clarify your value proposition and accelerate sales momentum. Read more.

B2B Enterprise Marketing Budget Trends for 2025

B2B Enterprise Marketing Budget Trends for 2025

What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year?

The Changing Interests and Social Media Habits of 12-15-Year-Olds

The Changing Interests and Social Media Habits of 12-15-Year-Olds

People age 12-15 express more interest now in technology, fashion, beauty/makeup, and podcasts than those age 12-15 did in 2021, and less interest in computers, the environment, and the news.

Are You Really Reaching Your Ideal Audience?

Are You Really Reaching Your Ideal Audience?

Reaching decision-makers requires more than impressions. Learn how association media helps B2B marketers boost credibility and engagement. Read more.

Five Lessons B2B Marketers Can Learn From Taylor Swift's Brand Strategy

Five Lessons B2B Marketers Can Learn From Taylor Swift's Brand Strategy

Taylor Swift's brand strategy reveals five marketing lessons rooted in long-term thinking, emotional storytelling, and ownership. Apply them to your own brand. Read more.

What's Different About the World's Most Successful B2B Marketers in 2025

What's Different About the World's Most Successful B2B Marketers in 2025

New survey data shows how Agile practices and AI integration drive productivity, reduce stress, and support compliance in B2B marketing. Read more.

Subscribe to the MarketingProfs Today newsletter