B2B Marketing & COVID19

Pivot, then plan: How marketers and their agencies are responding to COVID-19 some interesting nuances according to agency type (B2B vs. B2C) and geographic location (North America vs. other regions). These survey responses offer perspectives and advice marketers can act upon as they navigate the pandemic and plan for the future. Here are some of the highlights to fuel or amplify your own strategy. What's top of mind for marketers? Instability has been an overarching theme of the pandemic. With strategies, programs and entire business operating models in flux, ICOM agencies tell us their marketing clients are understandably concerned about decreasing marketing budgets, the ability to meet goals and objectives and the effectiveness of marketing programs overall. Interestingly, European marketers share wider anxieties, citing organizational viability (not just the future of their marketing team) as a top concern. B2B MARKETING in the Time of COVID-19 The COVID-19 pandemic is forcing business into uncharted territory. B2B and B2C organizations alike are reassessing and reimagining how commerce gets done— from where employees are located, to how they connect with colleagues and customers, to how, when and where their brands deliver value. ICOM, the global network of independent advertising and marketing agencies, recently surveyed 33 ICOM members around the world to learn how their B2B and B2C marketing clients are pivoting as a result of the pandemic, and the role their agency partners are playing in helping their teams adapt and evolve. Results show that, overall, marketers are taking similar approaches in their responses to the pandemic, with 1 of 5 Q: What would you cite as the issue(s) of greatest concern to your clients?

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