What a long, strange year in digital marketing

Looking back at the changes in B2B marketing and strategies?

It was a strange year because there are good points. We have a big negative reaction in our business when people connect and learn new marketing strategies. But at the same time, it is a very difficult time for our customers and employees. So there is a strange mix of difficult and dark times this year.

The words of Meghan Keaney Anderson, Vice President of HubSpot, and how true that is. In both B2B and consumer marketing, the first three quarters of 2020 were a rollercoaster ride, with big challenges for some brands and others.

As we entered the fourth semester, with holidays and an uncertain future, it was a great time to look back. We spoke to Anderson, as well as Taylor Schreiner, Director of Digital Insights at Adobe (where the Adobe Digital Economy Index is regularly updated) and Craig Rosenberg, Co-Founder, and CEO of Topo, with a focus on B2B.

When the crisis hit

“The crisis hit. The WHO said it was a pandemic and an emergency, and it took literally days to launch a key product for our new CMS center,” Anderson said. ‘We had a complete promotion plan and called as soon as we found out. We present the product but in a quieter version.

Based on Adobe’s commitment to the digital consumer industry, Schreiner told us, “Apparel outperformed e-commerce in April. Wearable packages; they bought disposable shirts and pajamas. Supermarkets and it took a while to learn how to buy online and then customize and become a habit to buy online.

In B2B, many verticals are faced with the need to accelerate their digital maturity: in some cases, it just means what has already changed. , “Construction is a perfect example. There is a lot of construction technology. There are unicorns like Procore in Santa Bárbara, a $ 5 billion venture capital firm. Procore supplies software for managing construction projects. “The transformation has already happened and is only accelerating,”

Rosenberg cites Microsoft’s Satya Nadella analysis: two years of digital transformation in two months. “I also heard about transport and many innovations. It was exciting to watch, it was just a complete transformation.

But the transformation has left some companies in the dark. ”  There is a long line of companies that don’t work like that; they shouldn’t. Not only did mom’n’pop stores do it, but we also saw that the best consultancies doing the most work found an online environment for themselves. The last breath of the long-tail businesses that weren’t online is now online.

Low sales, high marketing

 The world breathed together. What surprised us was the increase in marketing activity. We not only break excellent traffic records on our website but also on our customers. We have seen leaps in our commitment to our free educational resources. We are seeing an increase in the number of open emails and a huge increase in the number of local customers for our customers. These observations are based on more than 70,000 HubSpot customers.

‘The fear was that the customers would leave, but they did not. What happened was that they went home forever, but then contacted them. Consume the content. They have been involved several times already. Business, work was work. He was convinced that he could adapt and learn with interest and adapt the content strategy in some way. It worked well and in some cases also worked well.

In B2B, the sales process depends on what is being sold.  suppliers and suppliers and what is being sold are things that have an impact,” Rosenberg said. This is not surprising. No important long-term decisions are made. People make quick decisions, pay me now.

The whole process is simplified. “The buying cycle was faster, with fewer decision-makers. Some buy and others not; it’s binary, there is no middle ground. Buyers make the best decisions to transform. Do it. Very fast. Fast.”

Expect future B2B market strategies to keep up with rapid changes. “It’s happened before,” “but the pace has increased dramatically. Everything has changed in the blink of an eye. Cut. It’s hard to know what’s going to happen one day, so what do you build with a strategy? “And the technology. “It has to be virtual and flexible.

In digital commerce, a good customer experience leads to conversions, another trend that occurred last year but declined. 

Adobe, for example, has good evidence in the food industry. . But we quickly realized that everyone was looking for faster shopping experiences, in part because that was all they wanted to do. In the B2C world, the consumer experience is becoming more and more important and we see a lot of competitive pressure on these experiences. Low sales, high marketing

. The world breathed together. What surprised us was the increase in marketing activity. 

We not only break excellent traffic records on our website but also on our customers. We have seen leaps in our commitment to our free educational resources. We are seeing an increase in the number of open emails and a huge increase in the number of local customers for our customers. These observations are based on more than 70,000 HubSpot customers.

. ‘The fear was that the customers would leave, but they did not.

 What happened was that they went home forever, but then contacted them. Consume the content. They have been involved several times already. Business, work was work. He was convinced that he could adapt and learn with interest and adapt the content strategy in some way. It worked well and in some cases also worked well.

In B2B, the sales process depends on what is being sold. 

The whole process is simplified. “The buying cycle was faster, with fewer decision-makers. Some buy and others not; it’s binary, there is no middle ground. Buyers make the best decisions to transform. Do it. Very fast. Fast.”

Expect future B2B market strategies to keep up with rapid changes.  Everything has changed in the blink of an eye. Cut. It’s hard to know what’s going to happen one day, so what do you build with a strategy? “And the technology.

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