Sirens are wailing, unemployment is soaring, brain-eating amoeba has been found in Florida and jellyfish are washing up on beaches across New England. It\u2019s chaos<\/em> out there. What can B2B marketers focus upon during this time of crisis?<\/strong><\/h4>\nSchermer: This pandemic has caused entire companies to recalibrate themselves around the customer in a way they may never have before. Companies are being forced to be considerate, sensitive and in tune with the customer\u2019s needs, and I say it\u2019s high time<\/em>! Because once your company becomes truly buyer-centric instead of just sales-driven, it changes the lens of how you talk about your products. If you serve the buyer first, it serves your business better. This pandemic has convinced companies they can\u2019t just sell to someone who\u2019s not prepared to buy \u2013 instead, B2B marketers are reorienting around customer needs to make their brands relevant.<\/p>\n![\"Photo](\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/08\/Collaborateive-Space-1-300x200.jpg\")
A collaborative space at Schermer’s Minneapolis office.<\/p><\/div>\n
So in spite of the economic crisis, you\u2019re advocating that B2B marketers not reduce or stop their marketing spend. Can you elaborate?<\/strong><\/h4>\nBuyers do not expect brands to shut down now. Customers just want relevance<\/em> in relation to where they are right now. It\u2019s time to partner<\/em> with your customer, rather than trying to generate a lead and convert a sale. With this economy, B2B marketers must understand the challenges of their customers and reframe the story they\u2019re telling about their products to make it the story of their customer. In other words, explain how your customer can utilize your product to have more control, and have the ability to succeed in these challenging conditions. As marketers, this is the time for us to give away the gift of knowledge and thought leadership.<\/p>\nAs the pandemic rages and uncertainty abounds, where should B2B marketers spend their dollars? <\/strong><\/h4>\nWhere would I put my chips today? Your website. B2B marketers ask me: How do I create an omnichannel approach? I tell them that you must have your website optimized as the core of your content eco-system \u2013 a living, breathing content hub, instead of the site you\u2019ve set up just to talk about products you\u2019re selling.<\/p>\n
Which channels should smart B2B marketers prioritize during this economic crisis \u2013 social media, online video, email? <\/strong><\/h4>\nDon\u2019t just focus on channels. Focus on the experience you\u2019re creating for your customer. There\u2019s so much emphasis on optimization that often we see entire client-side marketing operations set up around channel management instead of campaign strategy or better yet, customer experience. For example, too many companies are trying to optimize social channels with a social media team, but then their email program is managed by another team, and the website is managed by a different team, and SEO by another team. No one is advocating for the buyer, and as a result, marketing is often delivering a poor brand experience!<\/p>\n
![\"\"](\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/07\/Chambeli-Shrivastav-1.png\")
<\/h4>\nWe know of B2B marketers who had planned on attending 100+ trade shows this year, but thanks to COVID-19 that was put on hold. What\u2019s your take on virtual trade show events? <\/strong><\/h4>\nWe\u2019re seeing shifts to more webinars of course, but also more video streaming, podcasting, virtual and digital events, and live or prerecorded broadcasts via social channels. I applaud all that. But decisions on your marketing investment come back to customer centricity. For me, it\u2019s too early to know how effective virtual events and digital trade shows will remain. Customers can find much of the same content from that digital event in other places that are more convenient and searchable. What trade shows are best at is putting people together in situations where they\u2019re dynamically connecting. A virtual event just can\u2019t replicate that experience of dynamic human interaction.<\/p>\n
Shifting gears, one of the insights you\u2019ve found surprised me \u2013 that only 12% of B2B buyers rank case studies as helpful content. In contrast, 63% of buyers said that insights into industry trends were helpful. What does that suggest for companies whose websites bulge with case histories? <\/strong><\/h4>\nThrough our B2B buyer research, we found that there are different types of content that matter most to buyers \u2013 testimonials, awards, certifications, reviews and rankings. But any proof point that your brand brings forward can be perceived as filtered or intermediated. Success stories that you\u2019ve written for your company can be seen as not sharing the full story. We discovered that industry trends are valuable earlier in the buying process when a solution hasn\u2019t been defined or a brand selected, while case studies are perceived as less valuable the further buyers are in their process. Customers want to know how your company\u2019s solution will be used for them<\/em>, instead of validating the credibility of the offering as used by other buyers.<\/p>\nAny final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
A collaborative space at Schermer’s Minneapolis office.<\/p><\/div>\n
So in spite of the economic crisis, you\u2019re advocating that B2B marketers not reduce or stop their marketing spend. Can you elaborate?<\/strong><\/h4>\nBuyers do not expect brands to shut down now. Customers just want relevance<\/em> in relation to where they are right now. It\u2019s time to partner<\/em> with your customer, rather than trying to generate a lead and convert a sale. With this economy, B2B marketers must understand the challenges of their customers and reframe the story they\u2019re telling about their products to make it the story of their customer. In other words, explain how your customer can utilize your product to have more control, and have the ability to succeed in these challenging conditions. As marketers, this is the time for us to give away the gift of knowledge and thought leadership.<\/p>\nAs the pandemic rages and uncertainty abounds, where should B2B marketers spend their dollars? <\/strong><\/h4>\nWhere would I put my chips today? Your website. B2B marketers ask me: How do I create an omnichannel approach? I tell them that you must have your website optimized as the core of your content eco-system \u2013 a living, breathing content hub, instead of the site you\u2019ve set up just to talk about products you\u2019re selling.<\/p>\n
Which channels should smart B2B marketers prioritize during this economic crisis \u2013 social media, online video, email? <\/strong><\/h4>\nDon\u2019t just focus on channels. Focus on the experience you\u2019re creating for your customer. There\u2019s so much emphasis on optimization that often we see entire client-side marketing operations set up around channel management instead of campaign strategy or better yet, customer experience. For example, too many companies are trying to optimize social channels with a social media team, but then their email program is managed by another team, and the website is managed by a different team, and SEO by another team. No one is advocating for the buyer, and as a result, marketing is often delivering a poor brand experience!<\/p>\n
<\/h4>\nWe know of B2B marketers who had planned on attending 100+ trade shows this year, but thanks to COVID-19 that was put on hold. What\u2019s your take on virtual trade show events? <\/strong><\/h4>\nWe\u2019re seeing shifts to more webinars of course, but also more video streaming, podcasting, virtual and digital events, and live or prerecorded broadcasts via social channels. I applaud all that. But decisions on your marketing investment come back to customer centricity. For me, it\u2019s too early to know how effective virtual events and digital trade shows will remain. Customers can find much of the same content from that digital event in other places that are more convenient and searchable. What trade shows are best at is putting people together in situations where they\u2019re dynamically connecting. A virtual event just can\u2019t replicate that experience of dynamic human interaction.<\/p>\n
Shifting gears, one of the insights you\u2019ve found surprised me \u2013 that only 12% of B2B buyers rank case studies as helpful content. In contrast, 63% of buyers said that insights into industry trends were helpful. What does that suggest for companies whose websites bulge with case histories? <\/strong><\/h4>\nThrough our B2B buyer research, we found that there are different types of content that matter most to buyers \u2013 testimonials, awards, certifications, reviews and rankings. But any proof point that your brand brings forward can be perceived as filtered or intermediated. Success stories that you\u2019ve written for your company can be seen as not sharing the full story. We discovered that industry trends are valuable earlier in the buying process when a solution hasn\u2019t been defined or a brand selected, while case studies are perceived as less valuable the further buyers are in their process. Customers want to know how your company\u2019s solution will be used for them<\/em>, instead of validating the credibility of the offering as used by other buyers.<\/p>\nAny final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
As the pandemic rages and uncertainty abounds, where should B2B marketers spend their dollars? <\/strong><\/h4>\nWhere would I put my chips today? Your website. B2B marketers ask me: How do I create an omnichannel approach? I tell them that you must have your website optimized as the core of your content eco-system \u2013 a living, breathing content hub, instead of the site you\u2019ve set up just to talk about products you\u2019re selling.<\/p>\n
Which channels should smart B2B marketers prioritize during this economic crisis \u2013 social media, online video, email? <\/strong><\/h4>\nDon\u2019t just focus on channels. Focus on the experience you\u2019re creating for your customer. There\u2019s so much emphasis on optimization that often we see entire client-side marketing operations set up around channel management instead of campaign strategy or better yet, customer experience. For example, too many companies are trying to optimize social channels with a social media team, but then their email program is managed by another team, and the website is managed by a different team, and SEO by another team. No one is advocating for the buyer, and as a result, marketing is often delivering a poor brand experience!<\/p>\n
<\/h4>\nWe know of B2B marketers who had planned on attending 100+ trade shows this year, but thanks to COVID-19 that was put on hold. What\u2019s your take on virtual trade show events? <\/strong><\/h4>\nWe\u2019re seeing shifts to more webinars of course, but also more video streaming, podcasting, virtual and digital events, and live or prerecorded broadcasts via social channels. I applaud all that. But decisions on your marketing investment come back to customer centricity. For me, it\u2019s too early to know how effective virtual events and digital trade shows will remain. Customers can find much of the same content from that digital event in other places that are more convenient and searchable. What trade shows are best at is putting people together in situations where they\u2019re dynamically connecting. A virtual event just can\u2019t replicate that experience of dynamic human interaction.<\/p>\n
Shifting gears, one of the insights you\u2019ve found surprised me \u2013 that only 12% of B2B buyers rank case studies as helpful content. In contrast, 63% of buyers said that insights into industry trends were helpful. What does that suggest for companies whose websites bulge with case histories? <\/strong><\/h4>\nThrough our B2B buyer research, we found that there are different types of content that matter most to buyers \u2013 testimonials, awards, certifications, reviews and rankings. But any proof point that your brand brings forward can be perceived as filtered or intermediated. Success stories that you\u2019ve written for your company can be seen as not sharing the full story. We discovered that industry trends are valuable earlier in the buying process when a solution hasn\u2019t been defined or a brand selected, while case studies are perceived as less valuable the further buyers are in their process. Customers want to know how your company\u2019s solution will be used for them<\/em>, instead of validating the credibility of the offering as used by other buyers.<\/p>\nAny final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
Don\u2019t just focus on channels. Focus on the experience you\u2019re creating for your customer. There\u2019s so much emphasis on optimization that often we see entire client-side marketing operations set up around channel management instead of campaign strategy or better yet, customer experience. For example, too many companies are trying to optimize social channels with a social media team, but then their email program is managed by another team, and the website is managed by a different team, and SEO by another team. No one is advocating for the buyer, and as a result, marketing is often delivering a poor brand experience!<\/p>\n
<\/h4>\nWe know of B2B marketers who had planned on attending 100+ trade shows this year, but thanks to COVID-19 that was put on hold. What\u2019s your take on virtual trade show events? <\/strong><\/h4>\nWe\u2019re seeing shifts to more webinars of course, but also more video streaming, podcasting, virtual and digital events, and live or prerecorded broadcasts via social channels. I applaud all that. But decisions on your marketing investment come back to customer centricity. For me, it\u2019s too early to know how effective virtual events and digital trade shows will remain. Customers can find much of the same content from that digital event in other places that are more convenient and searchable. What trade shows are best at is putting people together in situations where they\u2019re dynamically connecting. A virtual event just can\u2019t replicate that experience of dynamic human interaction.<\/p>\n
Shifting gears, one of the insights you\u2019ve found surprised me \u2013 that only 12% of B2B buyers rank case studies as helpful content. In contrast, 63% of buyers said that insights into industry trends were helpful. What does that suggest for companies whose websites bulge with case histories? <\/strong><\/h4>\nThrough our B2B buyer research, we found that there are different types of content that matter most to buyers \u2013 testimonials, awards, certifications, reviews and rankings. But any proof point that your brand brings forward can be perceived as filtered or intermediated. Success stories that you\u2019ve written for your company can be seen as not sharing the full story. We discovered that industry trends are valuable earlier in the buying process when a solution hasn\u2019t been defined or a brand selected, while case studies are perceived as less valuable the further buyers are in their process. Customers want to know how your company\u2019s solution will be used for them<\/em>, instead of validating the credibility of the offering as used by other buyers.<\/p>\nAny final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
We\u2019re seeing shifts to more webinars of course, but also more video streaming, podcasting, virtual and digital events, and live or prerecorded broadcasts via social channels. I applaud all that. But decisions on your marketing investment come back to customer centricity. For me, it\u2019s too early to know how effective virtual events and digital trade shows will remain. Customers can find much of the same content from that digital event in other places that are more convenient and searchable. What trade shows are best at is putting people together in situations where they\u2019re dynamically connecting. A virtual event just can\u2019t replicate that experience of dynamic human interaction.<\/p>\n
Shifting gears, one of the insights you\u2019ve found surprised me \u2013 that only 12% of B2B buyers rank case studies as helpful content. In contrast, 63% of buyers said that insights into industry trends were helpful. What does that suggest for companies whose websites bulge with case histories? <\/strong><\/h4>\nThrough our B2B buyer research, we found that there are different types of content that matter most to buyers \u2013 testimonials, awards, certifications, reviews and rankings. But any proof point that your brand brings forward can be perceived as filtered or intermediated. Success stories that you\u2019ve written for your company can be seen as not sharing the full story. We discovered that industry trends are valuable earlier in the buying process when a solution hasn\u2019t been defined or a brand selected, while case studies are perceived as less valuable the further buyers are in their process. Customers want to know how your company\u2019s solution will be used for them<\/em>, instead of validating the credibility of the offering as used by other buyers.<\/p>\nAny final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
Any final words to B2B marketers coping with this crisis?<\/strong><\/h4>\nHere\u2019s the thing: buyers know their own business, their own problems and their own customers. What they don\u2019t<\/em> know is what they can\u2019t see. That\u2019s what scares them \u2013 the stuff that\u2019s outside their organization. Can you as a marketer help them see that? If you\u2019re a brand that gives buyers access to that information, you become enormously valuable to them. You want to be the marketer who can say to customers, \u2018we can look around a corner for you.\u2019 When you can say that, you are truly a partner.<\/em><\/p>\n <\/p>\n
For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\nFor information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
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For more information on Chris Schermer\u2019s Minneapolis agency, visit www.schermer.co<\/a> or watch Chris’ video “Seven Ways B2B Marketers Are Responding to the CoronaCrisis,” below.<\/strong><\/p>\n For information on B2B public relations with Maccabee, visit www.maccabee.com<\/a>.\u00a0<\/strong><\/p>\n
![\"\"](\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/07\/Video-b2b.png\")
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