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
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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