As we head into a post-COVID (like) world, B2B marketers are starting to think about the many ways there are to engage with their audiences. If the pandemic has taught us anything, it is that dramatic (and unprecedented) changes in buyers’ behavior change everything. As B2B marketing leaders head into the somewhat great unknown, they are relying on lessons learned from the past two years.
Forrester’s "2021 Global Marketing Survey" offers a peek into some of these discoveries. For example, more than 70% of consumers agreed that they valued digital solutions that deepened their connection with other people, while 63% believe they will rely on digital technologies more than they did prior to the pandemic (even well after it subsides).
Here are 3 key findings that B2B marketers say we should continue to monitor moving forward:
1. Customer experience will continue to take center stage
During the pandemic, organizations recognized that focus and commitment to customer relationships was integral to weathering the economic challenges of the past year. The C-suite will continue to look to CMOs to provide data on complex customer needs, insights and opportunities. In addition, B2B CMOs will need to effectively connect and empathize with the emotional decision-makers B2B buyers have become.
2. Cross-functional alignment and collaboration are essential to growth
B2B CMOs are uniquely positioned to unite the business ecosystem. The customer, partner, employee, investor and influencer relationships are just some of the relationships marketing helps manage by creating strategies, processes, KPIs and behaviors that are rooted in customer obsession. Senior B2B marketing leaders said improving marketing alignment and collaboration with other departments was the most important factor in supporting their marketing priorities.
3. Not everyone is recovering at the same pace
Some organizations have been able to tap into new business opportunities or adapt in response to disruptions, while others still are in an economic slump compared to where they were early in the pandemic. For example, more North American marketing leaders said their brands experienced significant (50% or more) revenue contractions than did their European and APAC counterparts.
For more finding on the comprehensive study, check out Forrester’s 2021 Global Marketing Survey here.
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