What You’ll Learn in this White Paper
In September of 2020, 50% of CMOs still believed it would take 1-2 years until marketing-driven sales returned to pre-pandemic levels. But the actual results of B2B companies who invested heavily in digital marketing in Q3 and Q4 of 2020 show that these expectations were – to be blunt – absolutely wrong!
In this whitepaper, we explore the most common digital marketing techniques employed by successful B2B companies during the pandemic.
We show examples, insights, and tips on how you can use these same tactics like a pro in 2021.
What the pandemic marketing made clear is that one tactic in particular, called Account Based Marketing, produces the highest return on investment for B2B companies.
Use this white paper to ramp up your Account Based Marketing strategy in order to produce quantifiable results for your organization.
Whitepaper highlights
Why reducing marketing spending during the pandemic was a mistake
Check out survey results from companies that reduced their marketing spending in 2020. You will see a direct correlation between reducing marketing spending and a reduction in both revenue and profit.
Read about the expectations of B2B marketing CMOs for 2021
Are you anxious or excited about the future? Are you curious how other marketing leaders feel about the crazy times we live in? We have the answers in this whitepaper. And, a few actionable bonus tips for you.
Learn about different marketing strategies that B2B companies employed during the pandemic
We explore what successful B2B marketers invested in during 2020. We talk about what worked, what did not, and some of the most exciting B2B marketing strategies to use in 2021 and beyond.
Account Based Marketing is the next big thing
Every single B2B company investing in marketing this year is talking about Account Based Marketing. Learn what it is, how it works, strategies you can use, and why thousands of B2B companies are doubling down on ABM.
Table of contents
1. What changed during the pandemic?
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Questions about your marketing budget during COVID
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What our clients did during the pandemic
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COVID-19 freaked out everyone in B2B
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How clients in different industries functioned during the pandemic
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CMOs believed it would take 1-2 years for marketing driven sales to return to pre-pandemic levels
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Reducing marketing spending during the pandemic was a mistake
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Most companies allowed staff to work remotely
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Employed professionals spend 8-13 hours a day in front of their computers
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Mid-sized B2B companies increased their marketing budgets
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Mid-sized companies came out ahead in 2020
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Companies that increased their marketing budgets saw outsized profit increases
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B2B companies invested heavily in one marketing tactic: Account Based Marketing
2. Let’s talk about Account Based Marketing
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Account based marketing is fishing with spears vs. traditional marketing which is fishing with a net
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Most common marketing tactics and channels used by B2B marketers
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Account Based Marketing requires personalized content based on persona
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Examples of legacy marketing assets vs. ABM personalized content and website pages
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SEO for Account Based Marketing
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Traditional SEO keywords vs. ABM targeted keywords
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Paid ads are used to surface content directly to specific people at specific companies
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PPC tactics used for Account Based Marketing
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Use webinars to increase your audience reach
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B2B websites should offer live chat
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LinkedIn for Account Based Marketing
3. Let’s talk about the future
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Account based marketing – the DAP approach
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Start marketing for the post pandemic digital world, today.
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Foundation of successful B2B marketing programs
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DAP helps B2B organizations grow their digital businesses and drive more qualified web leads
Learn how to effectively market your B2B company in 2024
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