The pandemic has gravely affected the entire world. Even after nearly two years since the pandemic struck, millions around the world are struggling to cope with its effects and return to normal. The current crisis has posed a lot of uncertainties for businesses and marketers all over the globe, with several businesses being forced to halt operations while some completely shut down.

Online marketing has also been affected by the pandemic, especially with the limited financial capacities of businesses. Now, marketers are getting creative with their ways and approach, like getting affordable SEO services in the Philippines while providing the same quality services to overcome these issues and adapt to these changes.

b2b marketing strategy

Marketers and businesses are now strategically looking for ways to prepare for the evolving nature of the marketing sphere and overcome potential challenges that could arise. In times of uncertainty, it’s important that marketers are aware of how to make the proper adjustments and communicate ideas in the best way.

Here are three ways in which marketers can communicate and create functional plans, as well as provide reassurance, in uncertain times:

Be Agile and Flexible

Nothing could have prepared the world for the repercussions brought about by the pandemic, and the marketing space is no exception. It only further proved how much the marketing landscape can change in months.

Marketers should showcase quick decision-making skills and adjust swiftly and accordingly to changes- whether it’s to revise a plan in the strategy, reschedule a product launch or service, or completely scrap an entire plan and start new. No one has the ability to predict problems that may arise, but it’s enough to simply anticipate them no matter how far-fetched they may be. After all, flexibility in marketing is one of the most important factors to make your campaigns successful in the future.

Demonstrate Leadership with Purpose and Communicate with Empathy

The importance of online and digital channels had been skyrocketing, but the pandemic has highlighted it even more. A report from sales leaders revealed the importance and use of digital channels have doubled ever since.

However, the use of these digital channels poses challenges in online interactions as they are mostly done real-time. This is especially true for different social media platforms, mobile apps, and other online channels. It’s also extremely challenging for these interactions – especially in messages – since a lot of communication cues are blocked. Non-verbal gestures, or the tone in which a message is expressed is often absent when communicating through online channels, so it’s extremely important to always be careful in expressing your marketing message.

It’s also important to be aware of how these messages might be interpreted, along with how your customers would react. It’s important to be socially aware when constructing your marketing content, and the circumstances that your customers are facing. From there, understanding your customers’ perspective makes it easier to send a message that resonates with them.

To gain your customers’ trust, highlight your company’s values, mission, and goals and show that your business has a purpose and something more to offer outside of your services. Showcase how you live up to what your brand stands for, use your voice as a platform for spreading relevant information on social issues, or showing support for a cause.

Emphasize Personalization and Segmentation


Marketing messages are often tailored to customers and the marketing space in general. However, it’s also important that these messages are not only tailored to the customers’ needs, but are also personalized to their psychological attributes.

Personalized messages have now moved past the initial addition of a customer’s name on an email greeting; it’s geared towards understanding the customer’s behavior. One helpful way to analyze a customer’s behavior is through offering potential content that they might be interested in. This helps show a pattern of a customer’s interests before they clicked on the website.

In addition, marketing segmentation can make it easier to assess which fields are successful and helpful in deciding areas to invest in. Analyzing data from one segment that responds quicker than another can be used to understand customer behaviors and provide possibilities of what could be done with this existing data.

If there’s one thing we’ve learned in this pandemic, it’s to be adaptable in every way to ensure brands stay visible. While the new normal is upon us, customers are now relying more than ever on the digital landscape.