B2B marketers appear less phased by the switch to remote working during the global coronavirus pandemic than their B2C counterparts.
Of the 872 B2B respondents to a survey by Marketing Week and Econsultancy, more than half (51%) say their organisation is very proficient at enabling remote working. That compares to just 34% of the 617 B2C marketers who responded who think their business is proficient.
Elsewhere, just 9% of B2B marketers feel their organisation is not proficient at enabling remote working, compared to 16% working in B2C.
While 35% of B2B marketers say that remote working was somewhat rare or rare prior to the Covid-19 outbreak, the number is far higher among B2C marketers at 50%.
This readiness for remote working may well be a key reason why 42% of B2B marketers say their business will not be compromised by remote working, compared to just 27% of B2C marketers. Only 11% of B2B marketers believe their organisation will definitely be compromised by remote working, versus 21% of their B2C counterparts.
In fact, more than half of B2B marketers (55%) say they already have a definition of remote working that is adaptable to emerging needs, versus 46% of B2C marketers, while 52% say they have clear remote working policies, compared to 42% of their B2C counterparts.
Some 53% of those working in B2B say their tech teams are set up to support remote workers, versus 43% of consumer facing marketers.
B2B marketers also appear less concerned that remote working will impact on creative collaboration. While 76% of those working in B2C say that creative collaboration suffers when workers don’t share the same space, just 66% of those in B2B agree.
Whereas 43% of B2C marketers believe accessing data and databases will be a challenge while working remotely during the pandemic, that opinion is only shared by 29% of B2B marketers.
Likewise, while 37% of B2C marketers feel vendor and contractor will be somewhat or very challenging during this period of remote working, just 28% of B2B marketers agree.
Delays and demand
The impact of the coronavirus crisis on demand for services appears to be having less of an effect on the B2B community.
Whereas 36% of B2B marketers have experienced lowered demand for their services, on the B2C side 43% of marketers have felt a drop in demand.
While 58% of B2C marketers have paused new any new hires, this is less of a concern among B2B marketers (49%). Likewise, B2C marketers are more likely to have seen planned technology or infrastructure spending delayed (51%) compared to their B2B counterparts (46%).
However, when it comes to the delay of campaigns and product launches as the pandemic escalates, the response appears to be the same across the board.
More than half (60%) of B2B marketers say they have paused marketing campaigns, as do 57% of B2C marketers. While 64% of B2B marketers are reviewing budget commitments, so are 63% of their B2C counterparts.
Furthermore, 53% of B2B and 54% of B2C marketers have put new product launches under review since the onset of the coronavirus outbreak.