Say It Like You Mean It: Creating Relevant and Timely Conversations with Qualified Buyers (B2B Marketing Series)

Today’s next normal has changed how buyers engage with brands, deciding how and when they want to deepen a connection, or even cut ties. The days of passive exchanges of information on tradeshow floors are over. Our digital world has given the buyer the power to drive the engagement process, forcing brands to dial back their former marketing messages and listen more carefully to buyers’ wants and needs.

Brands must stay agile in understanding these shifts, and change their approach to create content like podcasts or digital experiences that are not only relevant to timely market needs, but create flexibility for when the buyer wants to interact and consume information at their own pace.

As vice president of marketing at Panasonic System Solutions Company of North America, Brian Rowley will discuss the importance of a tailored, customer-centric approach to marketing, how brands can listen more carefully to buyers’ needs and watch for market changes, and the importance of being agile in making necessary adjustments to the way a brand engages prospects through content and experiences.

Key Takeaways:

• Tips for active listening, ensuring go-to-market strategies are relevant for different market needs
• How to create content, e.g. podcasts, that can be consumed at the buyer’s pace
• Strategies for engaging early-stage prospects during online experiences