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For b2b companies, finding new business, in particular, has become more challenging these days. During this time of quarantine, b2b marketers are encouraged to take a new approach to old strategies—focusing less on generating new leads and, instead, nurturing existing customers. In this post, we’re exploring how b2b marketing companies can rethink their strategy amid COVID-19.

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Reverse positioning is a marketing strategy where developing and maintaining customer relationships is the primary goal, rather than focusing on selling a service or product. This strategy follows the idea that the best kind of marketing doesn’t actually feel like marketing at all. It’s an unconventional tactic that relies heavily on building brand awareness and cultivating lasting relationships with your customers. Here are a few ways reverse positioning can benefit your marketing company’s branding.

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With April coming to an end, we’re finding ourselves entering a new month of rethinking our marketing and sales strategies during COVID-19. In the midst of remote working and social distancing, there have been notable effects on marketing and sales metrics throughout April. Marketing influencers like HubSpot have provided weekly updates on the state of the industry, with data related to email marketing, website traffic, and lead conversions.

Here is a roundup of the most notable effects COVID-19 has had on marketing and sales metrics.

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Brand equity is a vital component of what gives your brand meaning and value to its audience. We’ve shared insights into the advantages of brand equity before, but there is more to understand its significance in marketing. Brand equity plays a role in developing your brand identity and value. In this post, we’ll be comparing two unique brand equity models from David Aaker and Kevin Lane Keller.

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Last month, we shared some best practices for marketers working from home amid COVID-19. The work-from-home process isn’t something that everyone will be used to, which is why we’ve found it helpful to brush up on some helpful guidelines and practices. Here are some additional best practices for your marketing team working remotely during COVID-19.

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As we do our best to adjust to working from home, social distancing, and prioritizing our health, there are still many obstacles we must overcome. Some of these challenges revolve around proper messaging—especially from brands. For those in the marketing industry, sending the right message at the right time is more crucial than ever. You don’t want to neglect the significance of COVID-19 and keep your prospects and customers in the dark about how your company’s brand is handling the situation. Here are a few ways that brands are adjusting their messaging during COVID-19.

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With many uncertainties around COVID-19 and when this epidemic will begin to alleviate, marketers are finding themselves working remotely for extra precaution. Above all, safety is most important for all employers and their workers; staying home is becoming a necessity. However, for many marketers, remote work is something unfamiliar and confusing. To help your marketing team stay productive and encouraged, here are a few best practices for working remotely during COVID-19.

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These past few weeks have been challenging for many, and we are anticipating further caution in the months ahead. Everyone’s safety and well-being is a top priority, as we continue to learn more about the current situation with COVID-19. At this time, it can be difficult for marketing teams to know how to properly respond and reassure their customers and clients. Here’s what your company’s marketing team should expect and how to properly respond to COVID-19.

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When it comes to reporting marketing data, there’s a lot to consider in terms of success and shortcomings. You may have even found yourself closely analyzing metrics to uncover hidden patterns or inconsistencies in your data. To help track the progress of your company’s marketing and sales teams, marketing attribution is a strategy your company should be considering. Here’s what you need to know about marketing attribution and how to use it effectively.

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It would be a big misunderstanding to say that the most popular brands can coast by on name recognition alone. Sure, we all know about the big names like Apple or Microsoft, but it certainly wasn’t always that way. If you were to take a step back to the 1970’s— when both companies were getting started—it’s unlikely that those names would have anywhere near the same level of recognition they do several decades later.

Likewise, your marketing company’s brand won’t be able to break into an industry with a name alone. These are the critical branding elements your marketing company needs.