How to target B2B audiences in the Stay-at-Home Economy

B2B marketing has taken a hit during the pandemic. With business events either cancelled or going virtual and workers stuck behind their dining tables rather than their office desks, B2B marketing this year is having to adapt. Here at LBDigital we’ve taken a look at some of the key changes and have put together some survival tactics for marketers looking to target B2B audiences in this brave new world that is the Stay-at-home Economy.

How B2B Marketing Has Changed with the Pandemic

A lack of B2B Events

Prior to the pandemic, event marketing was potentially the most important line item in a B2B marketer’s budget. Due of course to the need to social distance, most B2B events in 2020 were either cancelled or moved online to virtual events, reducing significantly the opportunity for touchpoints between B2B companies and their clients throughout the year.

A Move Away From Direct Mail

Similarly with direct mail, before March 2020 many B2B marketers relied on sending direct mail directly to the offices of their clients and prospects. With workers working from home and no longer behind their office desks, the opportunity to send direct mail has been greatly limited, leaving marketing budget left over.

How can B2B marketers continue to reach their audience in the Stay-at-Home Economy?

More Focus on Digital Channels

How have B2B marketers used this extra budget to reach audiences? Many have chosen to focus on digital channels. Digital marketing channels could include email, social, search, display, digital audio and CTV.

Why Is Digital Marketing Important for B2B?

One reason is the measurement it enables B2B marketers to attain. Given that each click and interaction can be tracked and attributed back to each channel, digital marketing enables marketers to get a full picture of the customer journey and link their marketing activity to actions to calculate ROI.

Another important reason for exploring the opportunity of digital marketing is the flexibility. There are so many channels available and so many ways to target your audiences with accuracy. Using email data, phone data and digital data like cookies, MAIDs, IPs and CTV IDs, reliable data providers like LBDigital can pinpoint your exact target audience and enable you to reach these users via different digital channels.

Find out all of the different ways to reach workers in the stay-at-home economy for digital, email and postal marketing: