Trends Report

Messaging In The Time Of COVID-19

Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive

June 16th, 2020
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Meredith Cain, null
Meredith Cain
With contributors:
Caroline Robertson , Miriam ElKorchi , Kara Hartig

Summary

Communicating your firm’s response to the COVID-19 pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for your customers during uncertain times starts by crafting an outside-in message. To make pandemic response content customer-centric, B2B marketers should: 1) empathetically acknowledge customers’ current experiences; 2) give customers and prospects something they value; and 3) demonstrate concern beyond shoring up financial results. Learn how B2B marketing leaders can make marketing communication, during the pandemic and beyond, more empathetic and valuable to buyers.

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