B2B marketing has to adopt and embrace a retro strategy

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The pandemic has hit hard, but with it comes an opportunity. One of these opportunities is adopting a retro strategy for your B2B marketing.

Voice is back and it has evolved

As the uncertainty of the pandemic switches between health and the economy, you could be forgiven forgetting about any positive news coming out of the situation

Yet as is the case in any crisis, positivity must prevail. The lockdown has undoubtedly created a greater sense of community. From queuing in such a civil manner at the supermarket, to having more meaningful conversations and relationships with your neighbours, to greeting everyone you pass on your daily exercise, to having perhaps far more regular conversations with your friends and family. It can’t be ignored that respect, voice, and human interaction has become so much more important, and all of it appears to be a huge positive.

In business, the trend is almost identical. No longer can we hide solely behind emails and digital channels. We have been forced into dialogue once more using voice, whether it’s within a video collaboration tool or simply through the phone. And whether you like it not, Covid-19 has made voice a retro channel that’s becoming more business-critical. It’s reminiscent of the way telemarketing exploded in the ’80s and ‘90s – when it was a $450 billion industry. If you haven’t already, get ready to adapt a retro strategy.

Voice CAN be sexy

Since then the vast majority of the spend in B2B has shifted digital, with the vast majority of lead generation campaigns avoiding human engagement altogether. This has driven an increase in MQL, which are often handed off to the sales team, who quite frankly aren’t interested in following up lukewarm leads.

The phone has lost its sexy appeal in comparison to fast-evolving digital channels fuelled by a ‘digital now’ consumer culture and millennial marketers who perhaps draw inadvertent conclusions that because their generation has grown up digitally, that this is the only way to communicate to a B2B audience.

In so many ways they are right. At the end of the day, a B2B buyer is a consumer – just like when they go to on their weekly shop or decide when to upgrade their mobile handset. However, in B2B, many of the purchases are high involvement decisions that rely on trust and confidence.

The cost efficiencies and success digital marketing has brought to B2B are there for all to see, but that doesn’t necessarily mean they are completely optimised and that it’s the right approach for every single sector and audience. Many B2B audiences are far more niche. Assumptions must be based around data, insight, and real conversations with prospects and customers to understand the true propensity to convert.

Covid-19 forcing transformation

Covid-19 has laid down a whole new set of rules. Remote working has forced business leaders and the workforce to converge their technological experience of old and new. When this is coupled with the enhanced sense of global community we are experiencing, it does mean that the phone and voice are powering back to the forefront of the 2020 B2B marketing strategy, and it’s a trend that looks set to stay.

  1. Field salespeople will need to learn how to run video meetings rather than face to face meetings
  2. Email and social campaigns run the risk of running stale to a tired and withdrawn remote workforce who are getting tired of constantly staring at the screens
  3. Decision-makers need to be re-energised and awoken from the remote working monotony
  4. With social distancing, shielded workers and single households yearn for increased engagement with more individuals on a day-to-day basis

Voice marketing has evolved significantly from its telemarketing ancestors. It’s highly sophisticated and connects seamlessly into digital channels. Now you can rid yourself of those thoughts of a grubby handset and a yellow pages!

How we can help

At Golley Slater, our retro strategy solution is driven by intelligent data strategies and sales and marketing specialists who are fully digitised, highly trained, and capable of delivering contact via phone and video collaboration tools. Our team working on behalf of our extensive blue-chip client portfolio can perform at hugely productive and successful levels, either remotely or within an office environment.

Within B2B marketplaces, the companies who connect awareness, digital and voice marketing will be the ones who prevail the fastest through the next few months and beyond the Covid-19 pandemic.

Golley Slater is here to advise you how to do all the above to generate immediate sales growth using which we will all need to get ahead of the curve of the recession and come out of the other side thriving. So, get in touch and let’s have a conversation.

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This article is published by Golley Slater PRM.
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