In the past year, we have seen a huge shift in how we generate demand. The implications of the pandemic have caused organizations to completely shift their marketing strategies. It feels like only a few months ago we were shaking hands and talking in-person at B2BMX 2020. Seemingly overnight, we went from in-person events to a completely digital world. The transition presented its own new set of challenges, but with change comes new opportunity. Let’s break down how demand-gen has drastically changed in the past year, then let’s take a look at what to expect as we move forward into the post-pandemic era.
It may seem like long ago, but just one year ago the marketing industry was buzzing and face-to-face meetings and conferences were the norms. Events like B2BMX presented a great opportunity to meet with existing customers and potential customers to drive demand. There’s something special about presenting the value of a product or service in person. There truly is no authentic substitute for face to face conversation.
Many SaaS organizations were greatly affected by the pandemic and felt the ramifications of not having in-person events to drive demand. However, you can either reminisce about how things once were or you can take action and capitalize on new opportunities.
- Pandemic: Adjust. Adapt. Innovate. Execute.
The world went digital and marketers had to adjust. In-person events transformed into online events. This created a new set of challenges in finding speakers for live sessions, getting registrants signed up for the event, and finalizing all the back-end logistics unique to an online event. These events presented new challenges but offered a completely new experience that resonates well with an audience still seeking the latest in Martech and ABM.
To accommodate the new digital landscape we launched our customer exclusive Table Talk series, increased our number of webinars, and opened ABM office hours for marketers to get advice on their ABM programs.
- Post-Pandemic: What’s next?
The short answer is no one really knows for sure. However, reasonable speculation suggests that we may have a hybrid of traditional in-person events and online events for the foreseeable future. There is a growing desire to experience in-person events after the months in quarantine keep stacking up, but for now, we are at bay until we get a grip on COVID-19.
A hybrid approach to events makes sense because online and in-person events both work. Although what we are experiencing right now is new, it’s not going to be new for much longer. For some, It’s as equally appealing to meet in-person as it is to tune into a live session from your home office.
The phrase “new normal” has been passed around a lot in the past 10 months. I think it’s important to ask, is this the new normal for marketing? And if so, is it all that bad? The silver lining is the industry is now ready to handle both formats because it’s no longer a first. A combination of the accessibility of online events and the wholesomeness of in-person events may be the path forward. Although online events aren’t entirely new, there’s still a ton to be done to fine-tune the process and amplify the experience.
Of course, there is still uncertainty on what’s to come, but the resilience shown in the past year is no small attribute. Change is bound to happen in every industry, and those most willing to get onboard or lead the change typically come out on top. We’ve all had to adapt over the course of the past year, and because of it, marketers are better equipped for whatever challenges may come.
Join us at the B2BMX online experience to get the latest on intent and everything ABM. Request your free pass today.