Three steps to level up your B2B marketing in 2021

2020 was full of disruption and fast pivoting across the marketing spectrum. But for B2B marketers—whose plans are often anchored around in-person events—this period changed the playbook on how to reach crucial business decision-makers. To learn more about how the business decision-making process has changed—and how marketers are adapting accordingly—Twitter partnered with Bain on a new research study.

What we found surprised us: There’s quite a disconnect between how marketers think they influence the buying process and how they actually do.

What B2B decision-makers say about your brand is more important than anything you tell them yourself. But there’s a silver lining: You can influence the conversations they’re having about you.

Step 1: Create opportunities that foster connection.

In this new environment, marketing hasn’t lost its importance.

What has changed, however, is that 50% of buyers expect networking to be harder in a virtual environment. They’re concerned they won’t have the opportunity to interact with vendors the way they used to.

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Source: Ad Age

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