B2B International and Merkle B2B study highlights the views of CMOs across 12 countries after the COVID-19 outbreak.
The study found distinguishing between temporary and permanent change in customer behaviour was a major challenge among marketers. Aligning with new and changing customer sentiment followed in importance among marketers, followed by declining customer spending.
Interestingly, 34% of CMOs said either the COVID-19 outbreak had helped their business or that disruption had been minimal.
B2B International’s Managing Director, Matthew Powell noted the companies that take a holistic marketing approach and are collaborative across departments are impacted less and are more prepared for the future. Understanding customer behaviour and leveraging market research were at the core of strategies deployed for dealing with the pandemic.
[6 minute read]