Covid prohibits personal interactions
Requires new approach to B2B brand building
Pro contra digital Meetings
- easier and cheaper to meet customers
- possible to meet more than before
- neither seller nor buyer engages in the meeting
-> as the meeting costs go down, so does the quality
- neither seller nor buyer engages in the meeting
Digital meetings
- work for problem solving
> if buyer and seller are motivated to get results
> if there is trust - digital interactions capitalize on relationship equity
- customer interactions via digital communication tools can sustain relationships but not build new ones
- trust builds gradually
- requires many inputs
> business behavior
> personal character
> computer screens are bad tools for trust
Serendipitous information seeking
- in-person interactions are irreplaceable for finding things you weren’t looking for
> feel customers out and see if they might be open to new ideas
> identify the need for change
-> you do not stumble across new information on zoom
Differences of canvassing customers precovid and now
Pre-COVID
- cold call
- book a meeting
- trade fairs
Now
- poor quality digital meetings
- entice buyer to seek out the seller voluntarily
Change of canvassing customers
From push to pull
1. Identify who potential buyer is
2. Identify needs
3. Identify where seeks information on how to satisfy them
4. Present attractive content about products that might satisfy those needs
Content of canvassing customers now
- not too commercial
- informative
- relevant to buyer
- useful for buyer
-> establishes seller as a credible industry authority
-> top of mind when time comes
New mindset now
- selling to helping
- soft approach
Types of B2B sales
- Automated sales via digital channels
- content marketing
- behavioral online targeting - Personal sales via digital channels
- telephone
- email
- zoom meeting - Personal sales face to face
- sales calls
- trade shows
- on site customer support
New staff requirements pre and Post COVID
Pre
- product Knowledge
- people’s personal
- driven sales rep
Post
- web analysts
- web designers
- copywriters
- film producers
- customer service
- relationship managers
Post COVID B2B marketing sales
- revert to old ways but more efficient
- B2B marketing is personal
- digital now improves personal interactions
> targeting
> constant build top of mind presence
> digital tools make routine tasks easier
-> more time for relationship guiding with important customers
Hybrid approach post-COVID
Pre-purchase > digital marketing
Purchase > personal sales
post-purchase > digital sales
