Responding to Covid-19: A guide for B2B marketers

Insights for B2B brand marketers navigating the current crisis

Over recent weeks and months, the world as we know it has changed dramatically. Large parts of the planet are still under some form of lockdown, business has been hit hard financially, and both brands and marketers are being challenged like never before. Our advice is intended to help B2B marketers respond to the crisis, and to help them recover with vaccinations on the horizon.

Rapid response: How brands should communicate

The Covid-19 pandemic was a topic too big for thought leadership to ignore.

Brands needed to respond and provide expert guidance to their clients and audience, and thought leadership provided the perfect platform. Companies around the world started to use their B2B content to reassure and reaffirm. But as the crisis changed the direction of thought leadership, new challenges emerged: how do I balance my messaging; what is the right level of communication; and what does my audience want to know?

Intelligent content in a crisis

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The political leaders who have been praised for their responses to the Covid-19 pandemic have a few crucial things in common: they have shown empathy, acted decisively and communicated consistently. Above all, they have been visible.

Based on conversations with clients and our collective thought leadership experience, we explore what the crisis means for B2B marketing and content professionals – and what we can learn from the biggest story of our lives.

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How should brands communicate with their customers during a crisis

These are unprecedented times for B2B marketing professionals. The coronavirus crisis has disrupted working practices and created a climate of severe uncertainty. Here are our views based on our experience.

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Why distinctiveness is key for brands navigating a content overload

Battening down the hatches and disappearing from view is not an option. Even in normal times, it’s difficult for brands to avoid clustering around similar topics.

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How to avoid off-key content during the coronavirus crisis

Marketing professionals are rightly asking searching questions about how they should proceed with their campaigns. Here are a few suggestions for how to make sure your message doesn’t strike the wrong key.

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B2B content in a crisis

A webinar series from the Thought Leadership Network

During the first months of the pandemic, the Thought Leadership Network hosted a series of online events, convening some of the brightest minds in B2B marketing to answer the burning questions.

To find out more about the Network click here, or catch up on all the online events on-demand here.

A road to recovery

The crisis is not over, but audiences have realised that the Covid-19 virus is something that they will have to live and work through. Brands need to do the same, and they need to adjust their content and their messaging accordingly.

By realising that they will have clients at different stages of recovery, brands need to develop messaging for multiple buyer groups and focus their efforts on those they really want to hit. This is not the time to attempt to target everyone.

The Way Ahead

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Business audiences are seeking insights to help them navigate towards recovery. You’ve moved beyond providing day-to-day reassurance for your customers and employees. Now you must be ready to give your customers a distinctive and compelling vision for the post-crisis world. But how?

This ebook provides new thinking and practical advice on why leading brands must rethink their thought leadership to stay ahead in a fast-moving market.

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Crisis marketing: Five traits that will change the way brands communicate through a global emergency

B2B content marketers are having to shift radically their messaging, and constantly update it as the crisis develops. So how should B2B content marketers react to the current crisis?

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A topic map for senior business leaders

Your customers’ needs are changing as they react to different phases of the crisis. What are their key questions? Explore how business leaders with different agendas might be responding.

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Post Covid-19 crisis, thought leadership topics that will dominate in B2B

Many perennial thought leadership topics will remain on the agenda, but the tone and positioning will need to shift. Here are our predictions for which topics will be in the greatest demand.

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