B2B-marketing

2020: As B2B-sektora IT companies use pandemic times for development of sales

Unpredictability in all sectors of economy – here the first and main characteristic of today in the conditions of COVID-19 epidemic. The instability which appeared in life affected desire and an opportunity to make purchases both from end buyers, and for corporate customers.

Sales of IT solutions for B2B of the sector undergo a considerable stress. Decisions on purchase are postponed indefinitely. The usual mechanism of B2B-sales changes. Dear IT-produkty which effectiveness of sales often depends on personal contact are on sale now far off. In the conditions of restrictive measures internal actions are cancelled, the budget decreases by marketing, so, there is less scope of potential clients.

Within marketing research of NWComm "B2B-marketing in the conditions of Economic Turbulence" in which in the spring of 2020 more than 140 respondents^[1]took part^[2]the following difficulties and calls which face marketing specialists were mentioned:

At the same time, certainly, the sphere of corporate IT is in rather quite good provision. Business and life pass meetings and communication into online and when it is necessary to limit live contacts, to the forefront there are IT technologies. Solutions for ensuring remote work of corporations and life of her employees, should include, at least:

• E-commerce
• DWH
• Information security
• Network solutions
• Virtualization of data
• Business intelligence
• Organization and management of remote jobs
• Electronic document management
• Educational technologies
• Robotics
• Import substitution

By experience of NWComm company, tools which are usually used for B2B of the IT companies all also work and bring leads from narrow target groups. It about such methods of lead generation as:

• telemarketing;
• the target also retargt;
• email marketing;
• content marketing;
• advertizing in search systems if there look for your goods or service.

Still, for B2B such lead magnets, the collecting responses on interests successfully work from target audience for B2B-solutions in the field of IT:
+ webinars;
+ conference calls (for a direkt-mail and telemarketing);
+ a qualitative information material "in a subject":
- managements and whitepaper,
- business cases,
- analytics,
- the best practices,
- typifications (5 corrected, 6 standard mistakes, 8 exceptions... etc.)

And here what is told by 140 respondents of marketing research concerning what marketing methods they are going to apply in the nearest future:

At the level of these methods of lead generation, of course, nobody cancels the big competition. The companies fight for attention of each client, using rather creative acceptances. One of examples of a bonus - "reminder" about a webinar – a free business breakfast which will be delivered to the client directly to a door. By itself, delivery contactless.

"In spite of the fact that the dialing percent decreased to the persons making the decision, other marketing methods work in the current conditions rather well. By experience of our projects for suppliers of B2B of IT solutions, conversion on a response of potential customers from among IT heads large and average remained at the previous level. Therefore the IT companies need to define what marketing tools give quality what leads today that works among what target groups and to measure the new conversion on transition from these "crisis" leads to sales which you receive today or tomorrow", - the founder of NWComm Ksenia Andreyeva comments.

Refining of potential on return on the enclosed investments was one of questions of marketing research. Whether expect the B2B-company to receive worthy payback of those costs which leave on marketing? And most of the polled 140 respondents answered - yes. However, nevertheless, generally the companies expect not fast success, and results in the long term.

From this does not follow that each head of B2B of the IT company should invest in lead generation – no. However absolutely precisely the fact that it is possible to find potential clients and crisis – for many companies will become good time for start.

You See Also

• Advertizing (market of Russia)
• Internet advertizing (market of Russia)
• PR-agencies (market of Russia)
• Advertizing (world market)
• Internet advertizing (market of the USA)
• Internet advertizing (market of the countries of Europe)
• Video advertizing on the Internet (the market of Russia)
• What cannot be advertized on the Internet

• Marketing technologies (world market)
• Marketing of influence (Influence Marketing)
• Carrying out marketing researches
• For what marketing researches are necessary
• Types of marketing researches

Notes