Less than two months ago, more than 1,300 B2B marketing and sales executives converged to learn, network and get inspired at the 2020 B2B Marketing Exchange. The novel coronavirus was a mere blip in the news headlines. Needless to say, a lot has changed since we all gathered in Scottsdale, Arizona. For the season two premiere of the B2BMX Podcast, our co-hosts, Alicia Esposito and Klaudia Tirico, reflect on the event and how B2B has had to pivot since COVID-19 swept the globe. Jon Russo, Founder and CMO of B2B Fusion, and Jen Spencer, VP of Sales and Marketing at SmartBug Media, join the conversation to share how their conversations and priorities have changed since the event. They delve into:
- The increased pressure on marketing to do more with less;
- A pivot to the fundamentals, including buyer understanding and targeted messaging;
- The need to balance traditional demand gen and more targeted, ABM plays; and
- Ways brands can pivot in-person field events to be more digital but just as experiential.