B2B businesses must invest in branding and lead generation to remain relevant post-COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2020, 1:33 AM UTC

Marketers must use metrics understood by CFOs to translate value into revenue.

This piece suggests B2B marketing strategies brands could implement post-COVID-19 to remain relevant and viable. Businesses must build sound long-term marketing foundations and take steps, like assessing unique brand attributes, consumer segments being served, and more.

Also, focusing on branding and lead generation as a marketing investment enables businesses to boost growth and profits for the long-term. Joe Pulizzi and Robert Rose, authors of the book “Killing Marketing”, advise businesses to diversify their revenue streams from content marketing by thinking like a media entity.

Brands must also strive to serve higher community goals because as per the Edelman’s Trust Barometer report, CEOs are held accountable to provide leadership by audiences. Understanding consumers, employees, and community members, while being inclusive and diverse is recommended.

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