The 2020 global pandemic significantly affected communities, businesses, individuals and economies around the world. Throughout the year and into 2021, many B2B organisations pivoted their marketing strategy to focus on digital initiatives to communicate their brand. This adjustment comes as no surprise – with COVID-19 impacting our ability to connect face to face, highly effective online communication became mandatory virtually overnight.
Throughout the pandemic Database Consultants Australia (DCA) committed to ‘taking the pulse’ of B2B sales and marketing professionals and discovered that data was at the heart of their go-to-market activities. The focus is driving an effective sales and marketing strategy and improving business performance overall.
What did come as a surprise as 2020 drew to a close is how a lack of confidence in B2B data quality impacts the way in which sales and marketing professionals operate. Poor data governance and / or poor choices with third party list purchases is often the culprit…….
In 2020 DCA had the fortunate experience of hosting, in partnership with World of Business Ideas (WOBI), a Q&A webinar with Ann Handley and a range of DCA’s global and national clients. Ann Handley is a leading authority on digital and content marketing, and more information about her work can be found here: https://annhandley.com/books.
Combining our pulse survey results and key insights from our conversation with Ann Handley, we uncovered several interesting trends that will help shape your B2B marketing plan and critical strategic thinking for the ‘new normal’.