B2B marketing can be great because the size of the opportunity is great but marketers must also realise it is a test of both flexibility and endurance.
Next believes it could weather a loss of more than £1bn, or 25%, in annual full price sales caused by Covid-19 and that the business must embrace change despite the crisis.
As the Covid-19 outbreak accelerates, marketers are concerned about the uncertainty it brings, and how their teams and clients will react.
Where possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
Cannes Lions has been postponed from June to October as the outbreak of Covid-19 continues to spread.
Morrisons is introducing new ways of delivering groceries to customers, including a range of simple-to-order food parcels, more delivery slots and using 100 extra stores to pick up shopping.
In search of a distinctive idea to reignite its business, Marks & Spencer unwittingly kicked off the trend for ‘food porn’ with the release of its 2006 campaign ‘This is not just food’.
The government is offering businesses loans, cash grants and rates relief, as well as promises for specific packages for particularly at-risk sectors such as airlines as it looks to shore up the economy amid the Covid-19 pandemic.
The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
A hallmark of the B2B sector, account based marketing enables brands to develop one-to-one relationships with key accounts, as long as they are prepared to play the long game.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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As the Covid-19 outbreak continues to cause global uncertainty, UK marketers are delaying campaigns, reviewing budgets and pausing product launches.