The digital world has changed the way we as B2B marketers communicate with prospects and customers. We’ve adapted our practices to measure every possible metric and meet the ever-increasing expectations of buyers at every channel and at every level of the sales funnel. But the COVID-19 pandemic has meant that we are now even more reliant on a solid digital strategy.

Maintaining a consistent brand equity has always been a priority for businesses, but never more so than now. For years, B2B marketing professionals have built up the value of their brand: boosting overall brand awareness and encouraging brand loyalty. But in just a few months a lot has changed, and brand marketers are navigating a new, unknown landscape.

As B2B marketers, we have spent years building authentic, valuable brands. However, in the space of a few months, everything has changed. We’re now navigating a new, unknown landscape. So, how can businesses maintain their brand visibility in times of crisis, and make sure their brand stays known for the right reasons?

While no one is able to predict what the future holds; businesses need to be aware that any decisions they make now will impact how their brand is perceived in the long-term. Actions therefore need to be well considered, timely, and in response to the precise needs of target audiences. That’s why, in the latest issue of The Knowledge, we’re tackling brand presence in difficult times. In it, we cover:

• Communicating brand values
• The importance of listening
• Nailing tone of voice
• How to be both present and valuable

In a world of information overload, it’s more important than ever to be clever with the abundance of data we have at our fingertips. This is especially true if you’re devising or refreshing your content marketing strategy. If you don’t know who you’re talking to and what they’re looking for then really, what’s the point? Your message and sales aspirations are guaranteed to fall short of the mark.

It’s no secret that creating a connection with customers can enhance the B2B buying experience; ultimately leading to engaged buyers and increased sales for your business. The right consumer insights can set apart a marketing campaign and raise the bar. Now, brands are going even further to win us over, by weaving these insights into their daily operations and overall purpose.