COVID-19s Impact on Marketing, Buying, and Sales

June 5th, 2020

COVID-19s Impact on Marketing, Buying, and Sales

Since the COVID-19 crisis ravaged the planet, it has become impossible for marketers to navigate through things. Most seminars, events, and product launches are hanging in the midst of the financial recession and lockdown.

Impact on Marketing

Many B2B businesses around the world have already reduced their marketing budget due to the COVID-19 pandemic, according to a new analysis by McKinsey & Company.

The study was based on data from a survey of more than 3,700 B2B decision-makers conducted between 20 and 27 April. Researchers included respondents who work for businesses and SMBs in a wide variety of sectors.

About 62% of B2B decision-makers said that their company had cut its marketing expenditure as a result of the COVID-19 crisis.

However, as marketing is a magic wand for many businesses, it is demonstrating its wonders across online channels. By focusing firmly on social media channels and web portals, advertisers are creating successful strategies.

Buyer Behavior

Some 65% of B2B buyers working for enterprise companies and 63% of buyers working for SMBs said that digital experiences are now more relevant than conventional interactions with vendors; this contrasts with 46% of enterprise buyers and 48% of SMB buyers who said the same thing before the COVID-19 pandemic.

Enterprise and buyers said live chat is now a beneficial channel for researching B2B suppliers. Increased time spent at home would inevitably lead to a rise in the time spent on the Internet that will help the latest set of media strategies to reach your target demographic. It's potentially going to make an inventory of ads for you across multiple social networks.

As a result, the cost per thousand impressions (CPM) is expected to deflate across auction-based sites. This will act as a trend -- purchasing services by staying at home with online services available.

Sales Approaches

About 97% of B2B business companies and 96% of B2B SMBs announced that they had modified their go-to-market strategy in response to the COVID-19 pandemic, with most organizations saying that they had stepped away from in-person meetings and to digital approaches such as online assistance and e-commerce.

Almost 65% of respondents said their current sales plan was equally effective or more effective than their pre-pandemic sales model.

In view of the effects of coronavirus and its relentless attack, companies and marketing firms need to keep a close watch on shifting consumer behavior and how it affects you and your rivals. By undertaking a survey of specific questions, you can dive into their existing needs and create new market opportunities to keep ahead of the competition. From proven to small-scale companies, they should all aim to follow the new developments in their game.

Adapting to the New Normal

Regardless of the focus or scale of the company, respondents clearly believe that there are different avenues to promote and advertise and that the new normal demands have adjusted digital distribution and marketing activities.

In addition, the emphasis on improvement and expenditure needs to be reconsidered. More than ever, digital transactions will have an expanded effect on the company's existing value due to the growth of digital technologies.