Br8kthru joined IC Summits’ Michigan Virtual Marketing Summit in November 2020 as the moderator with four panelists for a discussion on content differentiation.
The lineup included:
The panelists represented diverse industries in B2C and B2B, resulting in a great discussion that offered a broad perspective around how businesses are communicating through the pandemic.
The discussion surfaced three key themes:
B2C companies were greatly affected by the pandemic in the early spring because the bulk of their daily business is done in-person, making a complete halt on events incredibly disruptive. Both panelists representing B2C companies noted an immediate focus on fostering their community and analyzing the value they bring to their audiences.
On the flip side, B2B companies were more affected through quick changes to internal processes. Teams provided as much information as possible on their company’s response to COVID; sales and product teams halted travel in favor of going digital; and customers requested lightning fast digital transformation, putting a strain on internal workloads.
Once the hustle subsided, B2B panelists took a similar route as the B2C group by pausing, looking at their goals through a 30,000 foot lens, and reworking their strategy to align with what matters now.
2020 has been the year of going digital for many companies. Panelists relied more on digital communication at the beginning of the pandemic, but as digital fatigue set in, it became more important to bring the human element into daily life.
On the B2C side, content such as handwritten thank you notes and videos of athletes in their own homes broke through digital clutter in ways that created human connection.
For B2B companies, panelists embraced empathy with clients, owning the challenges they had, and pivoting messaging quickly to create deeper relationships.
The panel discussion came to a consensus that human interactions and digital content are a balancing act. While not every thank you note or birthday shoutout can be measured, those experiences are what build a brand over time.
Panelists concluded the discussion by sharing a lesson that 2020 offered.
The pandemic has affected every company differently, forcing marketing teams to take a responsive approach that fostered the development of strong ideas. Through all these changes, one constant remained: everyone kept moving forward.
2020 brought monumental challenges to businesses, but teams that reacted quickly, adjusted strategies, and focused on the value their company brings to its audiences were able to make positive changes that will last beyond this wild year.