We can probably all agree that 2020 has so far been a monumental year. The B2B marketing world is no stranger to change, but the recent COVID-19 crisis has forced companies to adapt their business models quickly and effectively to survive in a turbulent environment.

As the dust settles and we look back, where do these changes leave B2B marketing teams? There has been plenty of hype about agile marketing in recent years – could this approach help teams as we navigate the ‘new normal’? Here, we examine the benefits of implementing agile marketing and whether this is a viable option for your team moving forward.

Remember the war for talent? It was all we could talk about, until a global pandemic happened. By now, the tables have not so much turned as toppled. B2B companies of all sizes and industries are asking: what skills matter most as we fight our way out and forge on? How do we build the right teams to get us there? And how can we nurture that talent, so we can continue to grow in a post-COVID world?

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