Post-pandemic, B2B marketers could focus more on marketing areas with greater returns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 05, 2020, 2:27 AM UTC

Companies should invest in content, paid media, and digital engagements to survive a possible recession.

This article states that post-pandemic, B2B marketing will likely see significant changes in areas like revenue marketing, martech, and live events while bracing for a deep recession. C-suite will emphasise more on return on dollars. They could shift marketing focus on areas contributing more to sales pipeline and revenue.

CMOs must focus on bridging the analytics gaps to effectively measure and optimise revenue pipelines. Further, existing martech will be updated by marketing leaders, as innovative new marketing technology emerges from the financial crisis.

The author contends with the availability of global vaccination and increased revenue and marketing budgets, live events will return and be more reinforced. However, with a likely recession taking place, companies should use contractual employees rather than employing permanently.

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