The current COVID-19 pandemic and accompanying economic downturn are forcing marketing leaders at emerging B2B companies to fundamentally change their plans. Although the full extent and duration of the pandemic are still uncertain, some industries are thriving, some are adapting, and some are just surviving, and marketing leaders must take into account these categories when analyzing their buyers. In this report, we explain how a back-to-basics approach that stresses simplicity and adherence to fundamental B2B principles can help marketing teams stay calm, productive, and focused during a period of crisis.