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I had a conversation in the middle of the lockdown, with a president of a large B2B marketing firm, during which we discussed the future of B2B marketing and sales. The debate centered around if we will ever go back to large events again. My thought was that the longer the pandemic went on, the larger the demand for in-person events would grow.
I based my reasoning on a few of my general thoughts on human behaviors:
We also spoke about how buyer behaviors have been affected. Overall the data has pointed us to the idea of purchase by committee, which has created the need for a way to take everyone on the journey together. This requires easy access to different content that will help answer the questions of the committee.
The behavior of the people in these situations, I would argue, requires the following:
As B2B marketers and sellers, we need to learn how to juggle the many different approaches to the buying process our customers and prospects take. Carl Jung described it best:
“…people either derive energy from relating to others or from internal thoughts. They also tend to gather information in different ways, either by focusing on data, or by intuitively seeing the big picture. They express themselves in different ways, either with a focus on rational thinking, or on feelings and values. And they also have tendencies to make decisions rapidly with planning and organization, or to be more spontaneous and pressure-prompted. Using the Myers Briggs Type Indicator and other assessments, these dichotomies can be measured to indicate type preferences –Working Resources
Here are some things to always think about:
The truth is, the effects of Covid, like a pendulum swinging, will continue to impact our B2B marketing and sales for quite some time. But I believe we will settle into a more integrated style of marketing and selling with a mix of in-person events and online meetings, and of course, a lot of content to support every step of the way.
Sharing content on social media can seem daunting. You might ask yourself — Will I get enough engagement? Who is reading my posts? Do I have enough followers?
Our team often tries to provide tips and tricks for social media. You can find these in previous articles like; Networking 101 and Taking a Deeper Dive into Networking. We like to get you thinking outside of the box. What more can you do to open communication and measure success with the platform?
Sometimes, before taking the deep dive, taking a step back can help you start fresh. Going back to the beginning can often be eye-opening for those who have been stuck in one process for so long. How can I recreate the wheel? Do I need to re-evaluate my processes?
We know how much our users love our Automated Posting feature. And we know you love it just as much as we do! Sometimes, we need to take a breath, and look at what is posting, and where it’s posting to. Taking a step back every so often to re-evaluate how your posting is going can give you insight into:
What type of content is being engaged with? How often is your audience interacting with your posts? Are your channels still posting to the proper Network Connections? Is one social media platform outshining the others?
With Automated Posting turned on, it’s important to still keep an eye on your engagement! Don’t forget to check back in on the platform a few times a week to see how things are going!
Going back to the basics can help guide you to answer these questions. Monitoring what you post more closely can help you recognize who is engaging with your content and why they are engaging.
Take a look at our quick 2-minute video: Getting Started Tips: Manually Sharing Assets to Social Media. If you’re struggling with where to start, or if you feel stuck on a plateau of engagement stats, take it back to the beginning. In addition to the video, read our article: Manually Sharing Assets to Social Media. Re-evaluation of processes is important. Don’t forget where you started. It will help where you end up.
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