B2B communication in times of crisis: A Guide to B2B Marketing

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In the world of the B2B marketing communication in times of crisis has taken on a new dimension. The challenge lies not only in positioning during a large-scale crisis such as the coronavirus pandemic, but also in dealing with ongoing economic difficulties and geopolitical tensions.

Even before the current period of crisis, the B2B industry with challenges which become even more complex in the acute case. B2B decision-makers expect these to become even more acute.


Top 7 challenges in the B2B sector for 2023


A proactive and strategic approach is essential. Challenges like these require comprehensive solution strategies. A Communication plays a central role in thisThe main focus is on internal communication to keep staff informed about changes and strategies, as well as external communication to inform customers and business partners about the current situation and possible impacts.

This is not only about the Coping with the crisis period itselfbut also about the Preparation for the time after. How can B2B companies adapt their communication strategies to meet current challenges while being prepared for the future? In our next section we will look at this topic in more detail.


Continuous investment in marketing despite the crisis


In times of crisis, there can be an urge to reduce marketing spend. However, experience shows that companies that consistently invest in marketing emerge stronger from these times. It is therefore advisable to Maintain or even increase the marketing budgetto achieve a stronger competitive position and recover more quickly after the crisis.

The Deloitte Marketing Trends" study reveals that companies are investing more in marketing in 2023, even in the face of the economic crisis and the Ukraine war. Regardless of inflation and financial pressure, they are focusing on growth. Preferred marketing measures are the Opening up new markets and implementing new digital technologies.

The following marketing channels are preferred - despite the current crisis:


Use of digital B2B marketing tools in times of crisis


Prioritisation of existing clients


Marketing and sales are well advised in times of crisis if they do not focus on short-term sales goals, but rather on building and strengthening trust.

In times of economic uncertainty, you should focus on building relationships with existing customers. Think about how you can increase the value of your products or services for them and strengthen their loyalty to your company.


Effective content marketing in the crisis


Content marketing is an essential component of an effective B2B marketing strategy. High quality, relevant and informative content not only increase your brand awareness and build trust, but also generate leads.

In times of crisis, a strategic approach to content marketing becomes more important. It is about creating content that takes into account both your current situation and that of your customers. Communication should honest and transparent The company has to be able to react quickly to changing circumstances. In order to be able to react quickly to changing circumstances, it is important to have a Frequent adaptation of this content strategy indispensable.

The Providing relevant content in times of crisis can strengthen the bond with your existing customers and attract potential new customers. It demonstrates your company's ability to adapt to challenging situations and add value despite adversity.

Offer valuable insights, advice or solutions that support your clients in the current crisis. For example, industrial companies could highlight technical solutions, process-oriented approaches or innovative products that are particularly relevant in a current crisis.


Use digitisation


The rapid development of digital technologies offers new opportunities for B2B marketing. From the Process automation via data-driven decisions up to the Use of artificial intelligence - digitalisation can help make your marketing efforts more efficient and effective.

Thanks to digitalisation of your marketing, it is also possible, Update content more quickly and distribute it across a wide range of channels. This is a great relief for B2B marketers, especially for communication in times of crisis.


Exploiting competitive advantages in social media


In the event of a decline in competition in the advertising channels social media - for example, budget cuts by other companies - open up opportunities for B2B companies to increase their Reach and visibility on these platforms to increase.

Especially in uncertain times, people actively seek information, advice and reassurance. A Adapted and more sensitive communication is required in the process. B2B Social Media Channels offer an excellent platform for providing users with knowledgeable content. Provide orientation and at the same time the Confidence in one's own Strengthen brand. In such phases, targeted management of social channels can make a decisive contribution to maintaining the dialogue with customers and strengthening the relationship.

Also relevant is the Social ListeningThis is the monitoring of conversations and moods on social media. This allows companies to better understand and respond to the fears and needs of their customers. It offers the opportunity to participate in current discussions, incorporate customer feedback and thereby increase engagement. It can also capture the mood of the industry.


Building a strong online community


Especially in the industry, building a strong online community offers an opportunity to create trust and loyalty. This can be done by setting up discussion forums, actively interacting on social media or creating exclusive content.




Choosing the right distribution channels


Under the particular conditions of a crisis, the distribution channels that work most effectively may differ from those that are preferred in regular times. Businesses need to improve their Adapt channel selection to these changed conditions. Work closely with the sales teams to develop successful strategies for maintaining existing customers and acquiring new ones.

Try to use the Understand your target groups' preferences and behaviours more precisely. If they are increasingly acting online, digital channels could be a particularly good way to reach them. These channels can range from social media and email marketing to Webinars and virtual events to digital displays.

For industrial companies, this can mean, for example, intensifying technical webinars and product demos or making greater use of virtual trade fairs and customer meetings.


Crises as opportunities for innovation and repositioning


Often times of crisis are seen as purely threat and survival scenarios. But for B2B companies, a crisis can also be seen as an opportunity for Innovation and repositioning be considered. It often reveals needs and behaviours of customers that may have gone unrecognised until now. You can use this information to realign your product and service portfolio and adapt your marketing and communication strategies.


Conclusion for successful marketing in times of crisis


Communication in times of crisis has become a central pillar in B2B marketing. By clearly understanding and consciously adapting to the ever-changing conditions, B2B marketers can ensure that their brands remain strong even in difficult times.

The integration of digital strategies, from effective content marketing via SEO-tactics to using the possibilities of social media, plays a crucial role in this. So instead of focusing only on "survival", B2B marketers can use the crisis as an opportunity to make their company better, stronger and future-proof.

Written by

Picture of Barbara Plöchl
Barbara Plöchl
Project management for SEO and content marketing - Barbara is an expert in marketing conception, SEO, content creation and online marketing. She accompanies projects from the idea to the finished campaign and formulates accurate messages. Barbara.Ploechl@b2impact.com
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