Lessons in B2B Crisis Management: Invest in Online Education and Executive Leadership

Even before COVID19 imposed itself on human and corporate realities companies were looking toward new solutions for reaching and influencing businesstobusiness customers According to The Myers Report B2B marketing growth after this tempest will be content publishing through online education and thought leadership which is projected to grow by 74 annually through 2025 While many companies are adopting a waitandsee approach to B2B marketing smart leaders are shifting budgets to brand equity building through executive communications The best example right now is in government Executive thought leadership is a powerful game changer in crisis times Even preCOVID19 branddependent marketers like Unilever PampampG AB InBev and Salesforce were shifting budgets away from pushed trade awareness advertising and toward pulling targeted customers and prospects into more knowledgeandpurposebased brand engagementThe media industry ranks near the bottom among all industries in B2B marketing investments content publishing online education and executive thought leadership As a result the media industry is poorly positioned to emerge from this crisis with winners clearly differentiated from losersCommenting to Yahoo Finance39s On the Move Jeff Maggioncalda CEO of Coursera said quotWe39re seeing a huge acceleration in something that39s already been happening which is a move towards online education When things get to a new normalamp8230it will never be the samequot The accelerating trend in online education will dominate business education B2B online meeting preparation tools will be an essential requirement as relationships become more grounded in technology and digital communicationsTRADE MARKETING ECONOMICSWhile newspaper advertising declined 68 since 2000 trade advertising has dropped an astounding 72 Adlight trade publications are a new norm the conference business is cluttered online news and audiences are cheap commodities and trade press subscriptions are devalued The COVID19 economy is a disaster for already struggling B2B publishing companies that operate on thin marginsNew economic data from The Myers Report paints a grim reality between 2000 and 2020 businesstobusiness media offline public relations and content marketing declined from 218 billion to 97 billion before factoring in inflationBetween 2010 and 2020 legacy B2B publishing investments declined 56 from 60 to 27 billion while B2B digital marketing increased from 360 million to 17 billionEach legacy B2B publishing dollar lost is being replaced by only 46 digital cents gainedEvery Content Marketing legacy dollar lost between 2010 and 2025 is being replaced by 3 in digital executive and corporate brandingAdvertising and media companies39 hoping to engage brand marketers and other stakeholders through B2B advertising face significant obstacles today As the corporate world focuses beyond 2020 corporate leaders will invest in crisis management techniques grounded in executive leadership communications and will increase investments in online education and executive communications Budgets will shift further away from traditional awarenessbased trade advertisingamp160amp160For more data and analytics visit wwwMyersReportcom The Myers Report39s detailed data and forecasts will soon be available to MediaVillage member companies at wwwMyersReportscom Members may contact maryannmediavillagecom to request password accessamp160

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Lessons in B2B Crisis Management: Invest in Online Education and Executive Leadership

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Jack Myers

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Lessons in B2B Crisis Management: Invest in Online Education and Executive Leadership

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