In the age of COVID-19, there are minimal networking, tradeshow, or face-to-face selling opportunities. Many B2B companies who relied on these tactics for lead generation have been caught flat-footed and are in a state of panic due to the lack of leads.
Bop Design has a current client that has relied on a 1-page website for years because most of their sales were based on networking at trade shows and one-on-one relationship building. Since events and in-person meetings aren’t possible now, they realized they needed a better B2B website to help them with sales and conversions.
COVID-19 has exposed the need for every B2B marketing strategy to be multi-faceted. A multipronged B2B marketing strategy reliant on multiple lead generation tactics is always the best approach. This way when something unexpected comes up like a pandemic, you can turn to lead generation activities that are viable. Right now, and for the near future, every B2B company is more reliant on its website than ever.
B2B Marketing Will Never Be the Same
If you are an event marketing company or a convention center, you may be hoping for things to go back to normal. The problem is the normal we knew 7 months ago is not coming back. Experts predict that business travel will never return to the volume it was before COVID-19, thus you see major hotel chains permanently closing locations in popular places like Times Square.
No matter what you believe on the COVID-19 political spectrum, the acceptance of this reality means you must let go of some short-term, makeshift strategy until COVID-19 “blows over.” B2B companies need to accept reality and determine a long-term strategy based on more virtual selling and digital marketing.
Acceptance Leads to a Path Forward
Accepting this virtual way of doing business will be commonplace