Sourav Borah, Assistant Professor, IIM Ahmedabad, feels that COVID-19 may bring about a permanent change in mindsets of B2B firms when it comes to investments in digital marketing and brand building. But he also asserts that while companies should retain confidence in their salesforce, the latter has to urgently adopt...
• On-field salesforce and face-to-face interaction have been the bedrock of the go-to-market strategies of B2B companies over the years. • However research shows that over the years, the rise of online platforms and e-commerce has also impacted customer buying behavior in the B2B realm. • COVID-19 has accelerated the...
Rajesh Pandit, Management Consultant, Bangalore; Peeyush Gupta, Vice President, Marketing & Sales, Tata Steel, Kolkata, and D. V. R. Seshadri, Clinical Professor of Marketing, ISB, Hyderabad, assert that as B2B marketing & sales have turned topsy-turvy in the COVID-19 world and beyond, the marketing & sales function of the supplier...
Dr Anupam Narula, Amity School of Business, Amity University, Noida, feels that marketers now have more data than ever before on reach, frequency, ROI, audience, and targeting and this can influence the way they strategize, engage with consumers and drive innovation. As an added complexity, customers also want to control...
Anand Ramanathan, Partner, Deloitte India, asserts that post-COVID, demand generation through digital marketing will be an important area of focus. There will be an increased need to drive effectiveness on business metrics such as traffic generation, click through rates and online conversions, which will determine the success of digital campaigns...
Dr Venkatesh (Venky) Shankar, Professor of Marketing and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University, suggests a three-pronged strategy for B2B firms post-COVID – navigate the turbulent present, prepare for recovery in the immediate future, and position...
Dr K. Rajeshwari, Great Lakes Institute of Management, feels that post-COVID, B2B firms with more empowered & agile sales teams, higher levels of digitization and innovative offerings will stand a better chance of success. In addition, sales teams now need to get redeployed, based on their adeptness of digital and...
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