Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are no different. However, 77% of B2B buyers said the last purchase they made was complex or difficult. What makes their journey different – and arguably more complex – is how they get there. With multiple stakeholders and tight budgets, B2B buyers have a longer and more complex experience than the average B2C buyer. So how can we keep them interested and ultimately, encourage them to buy?

A website designed with UX in mind is key.

Websites have come a long way since their creation nearly 30 years ago. Now, with the number of sites nudging 2 billion, we are at a virtual crossroads. B2B brands need to up their digital game or risk being relegated to the bottom of Google’s search rankings. Where can websites go from here? Do we need to make big changes in line with changing customer expectations?

Overnight, marketers and brands alike across the globe were forced to change the way they work in response to the COVID-19 pandemic. The need to adapt was instantly apparent and working remotely quickly became ‘the new norm’. To combat both the crisis and the already fast paced B2B landscape we inhabit, today’s leaders are being challenged with providing answers on how best to upskill their workforce to ensure that any business model put in place now will remain effective in a post-pandemic world.

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?