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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).