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130 - One Big Marketing Takeaway from COVID-19

B2B Marketing and More With Pam Didner

Release Date: 05/21/2020

143 - ft. Darrell Alfonso: Marketing Automation, a Modern Marketer's Must-Have show art 143 - ft. Darrell Alfonso: Marketing Automation, a Modern Marketer's Must-Have

B2B Marketing and More With Pam Didner

Welcome to another episode of B2B Marketing & More. I am interviewing a special guest from Amazon: Darrell Alfonso. Let’s get started! So Darrell, welcome. So happy to actually have you on the show. And I know that you actually have a very, very strong, marketing technology background. Sounds like are certified for Salesforce. And you know multiple different--Marketo, like for example--marketing automation tool, very well. And you are Marketo champions, and you advise multiple different Fortune 500 companies. That's a very impressive. Many marketers are not necessarily having that...

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142 - ft. Michael Brenner: Marketing in the Age of Disruption show art 142 - ft. Michael Brenner: Marketing in the Age of Disruption

B2B Marketing and More With Pam Didner

Today I have a special, special, special guest. It’s a very good friend, Michael Brenner. And he's a CMO influencer, motivational speaker. You have to check him out!  Also, he owns the Marketing Insider Group.  And I use that website quite a bit, actually. There's a lot of useful contents regarding content marketing, search marketing. So anything digital marketing related. So welcome Michael.   Michael Brenner: Yeah, Pam. It's great to be here. Thanks for having me. Pam Didner: Am I loud enough? Michael Brenner: No, you're perfect. You're perfect.   Pam Didner: So, 2020...

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141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse show art 141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse

B2B Marketing and More With Pam Didner

Today I have a very special guest: Jeff Coyle. I'm not going to tell you why he does. I'm going to have him tell his story and we will be talking about AI-based content management tool and let's get started.   So welcome, Jeff! So happy to have you on my show. Why don't you tell everybody, who you are and what you do? I know you have awesome, awesome product. And I have seen the demo in the past and I loved it. I can't afford it, but I love it.   Jeff Coyle: Well maybe we'll talk about that today too. I'm Jeff Coyle. I'm the co founder and Chief Product Officer for Market Muse and a...

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140 - SOLO: Does My B2B Company Need a Sales Enablement Team? show art 140 - SOLO: Does My B2B Company Need a Sales Enablement Team?

B2B Marketing and More With Pam Didner

Hello, everyone! A listener, Ron, sent me a question. He asked me, “Hey, my company doesn't have sales enablement group. Do we need one?” Well, Ron, that's a great question. The need of sales enablement really depends on your sales team and who is doing what to support sales. Chances are, I would say that you already have sales enablement type of functions in your company, but it's really not called sales enablement. Does that make sense? Probably it's part of sales, operations, it's part of marketing or it's part of the product marketing team. They are jobs being done, but it's just not...

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139 - ft. Priscilla McKinney: Social Selling show art 139 - ft. Priscilla McKinney: Social Selling

B2B Marketing and More With Pam Didner

I have a special treat for you today. So rather than listen to me talking, I invited a special guest to join us. Priscilla McKinney, founder of Little Bird Marketing and joining us from Galena, Kansas.    Pam: So there's one thing before we get started, I want to have a chat with you about. I love your LinkedIn title. It says Annoying Truth Teller Powered by My Husband's Homemade Bread. So, you know, I don't really care about the truth teller part (laughs). You know, I really care about the homemade bread! So talk to us a little bit about your, I don't know, your husband's baking...

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138 - SOLO: Strong Digital Marketing is About Processes and Automation show art 138 - SOLO: Strong Digital Marketing is About Processes and Automation

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I interviewed Neal Schaffer on my past week’s podcast. What do you think? Like I said, I am planning to juxtapose the episodes of me talking for 7 minutes at a time with guest interviews. Just want to try something new.   If there are guests that you want to hear from, please send me a quick email at and add the questions you want to ask them. This way, I get a chance to meet new people and you get your questions answered. #winwin I am more than happy to do all the logistics to reach out.   For today, I want to talk about a topic that is not...

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137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix show art 137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix

B2B Marketing and More With Pam Didner

I interviewed Neal Schaffer who is a social media and influencer marketing expert.  Neal recently published his fourth book, The Age of Influence. He is already thinking about his fifth book! #Amazing Here is the quick summary of the podcast: Neal shared the definition of influencer marketing. It's about social media users who have built a community around publishing content frequently about a specific topic. Over time, these users build a certain level of following. With many people having much to say, it also creates a democratization of information in recent years. He also touches on...

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136 - SOLO: Business Benefits of Taking a Break show art 136 - SOLO: Business Benefits of Taking a Break

B2B Marketing and More With Pam Didner

Hello from Portland, Oregon! During the pandemic, many people turn to podcasting or video recording as a creative outlet. I, on the other hand, moved inward and started to focus on my mind and my emotions. I haven't completely shut down or gone off grid. I still work on my client projects. I continued to get on Zoom for business and the personal gatherings. I still create content, but only limited to my monthly webinars and the pre-committed speaking engagements. To manage my emotion and my stress, I made an intentional effort not to worry too much, even though the business has been down. But...

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135 - SOLO: An Example of How to Cultivate Strategic Thinking show art 135 - SOLO: An Example of How to Cultivate Strategic Thinking

B2B Marketing and More With Pam Didner

Hello, everyone. Back in October 2019, I recorded a podcast episode. Episode 107: How to Cultivate and Expand Your Strategic Thinking. What I want to do today is to share with you an example of what I did with a client to help her explore more ideas to expand her team’s charter and scope which is one way to help her think differently and drive strategic conversation with VP of her group.   So let’s do a quick review in terms of what I shared with you in EP 107 on how to cultivate strategic thinking. There are a couple thing I mentioned--3 points, if you will.   Think from the...

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134 - A Reminder That You Are Not Alone show art 134 - A Reminder That You Are Not Alone

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I want to talk about something totally different this week. I’ve been going through a lot of changes lately on both the business and the personal levels. Well, all of us are going through a lot of changes. Heck, our country is going through massive change to try to co-exist with COVID-19 safely, and even on how to reform our policing structure after recent protests.   All of us are stressed in our own way. If you have a job and your company is doing well, your managers are asking you to take on more. If you have a job and your company is not doing...

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Hello, welcome to another pandemic episode of B2B Marketing and More. We are finally seeing the light at the end of tunnel as many states are reopening. Yay! So, are you out and about yet? If you are, have a great time and shop until you drop dead. It’s our official responsibility to stimulate the US economy. I am just having fun with you. But definitely shop, but follow the social distancing rules and stay safe. OK?

 

So, from this whole drama, there is one giant, giant marketing takeaway out of this unfortunate event. It has to do how I help my clients approach marketing planning.

 

Many of my clients asked me if they should update their marketing plans, Well, now the states are opening, the economy is probably going back to normal and they just went through a round of marketing plan headcount and budget adjustments during the pandemic.

 

Now people will start spending again, plus, our company’s business objectives and goals have not changed. Can we keep the marketing plan as it is?

 

Well, the answer is NO.  Hear me out!

 

For the longest time, I have always advised my clients that marketing plans needs to follow the business goals and objectives to the T. Marketing, ultimately, is about growing the company and helping sales. The business direction certainly guides marketing’s creative, outreach and its overall strategy; the whole nine yards. After strategies are set, marketing works on identifying buyer personas, creating customer journeys, content creation or what not.

 

But with this pandemic, it made me ponder the validity of my approach. If I think about it, this pandemic has forced all of us to live our lives differently. Everything we’ve taken for granted, like giving our loved ones a hug, going to school, meeting friends for happy hour or going to a graduation ceremony, was completely taken away in a moment.

 

It has had a huge impact on us mentally and psychologically. Well, I wouldn’t say that it scarred us but, for business professionals who have full-time jobs and need to home-school their children, this whole situation has traumatized them. Just kidding. I have huge respect for people who were doing both. Seriously, you deserve a medal. You are like: “I don’t want a medal, I just want my kids to get out of my house for 8 hours and go to school so that I can sleep!” I get it. I agree with you wholeheartedly.

 

 

If you think about it, some behavior changes are permanent. For example, face-to-face customer meetings may be reduced to virtual calls. Less face-to-face to calls and on flight travels. And the physical demos may be moved to online demos.

 

Our buyers may use different options to communicate with us and the features for our products may be different as well. Therefore, buyer personas need to be updated with our customers new preferences.

 

Before updating your marketing plan, you need to refresh your buyer personas. And by the way, this is a great standing topic to discuss with your internal teams and agency partners. Everyone will have their point of view and perspective from reading many COVID-19 posts and some have probably talked to sales and customers and will have some great insights. I suggest my clients hold several virtual meetings over virtual happy hours.  Talk about the buyer persona changes. Here are some of the questions you can ask.

 

  • What are some of the new normal behaviors for them? 
  • Do these new normals work for us or against us? 
  • Most importantly, how do the “new normal” behaviors shape customers’ purchase journeys and their decision-making processes?

 

If you refresh your buyer personas, you certainly need to re-evaluate your messaging frameworks. You may need to dial up different features of your products due to customers’ behavioral changes.

 

For example, some product features are great for face-to-face communications but, with remote work, it’s better to emphasize other features that allow quick access on the cloud through mobile devices.

So here’s is my big takeaway from the pandemic:

 

The refreshed buyer personas and updated messaging frameworks will guide your marketing plan changes. Business goals and objectives are important, but your marketing plan needs to reflect the changes of your customers and the talking points.

 

I know it has been stressful for all of us marketers. By talking to many of you, I know how challenging your situations are. Some struggle to get clear direction from management, some have lost their jobs. Some have no budget or resources to help them.

 

I am in the same boat. If it’s hard on the client-side, it’s equally hard on the agency or consultant side.

 

I created templates to help you sort out your new buyer personas and messaging frameworks. Send an email to hello@pamdidner.com  I’ll send you the templates right away.

 

In the meantime, I mentor individuals and provide training so teams can revise their marketing plans faster and quicker. If you need help, please reach out!

If you venture out, stay healthy and be safe. Talk to you soon. Bye bye.