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

The pivot. A familiar term for many businesses as we navigate our way through the unprecedented waters of COVID-19. Changing tact, direction or embracing change has become, for many, crucial for staying afloat in these uncertain times. In the majority of cases, this doesn’t mean scrapping everything and starting again, quite the opposite in fact. It’s more about exploring what’s possible and how existing processes can be adapted to suit the current environment.

In light of the COVID-19 pandemic, many marketing campaigns have come to a halt – with a number of brands pulling their ad spend altogether. Out of fear and uncertainty, businesses are naturally cautious about where they invest their money in these troubling times. And with a recession looming over us, it’s unclear when things could get back to ‘normal’.