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The Pandemic Has Changed Us. Here’s How Your Business Should Adapt.
07.22.2020
Although it seems like it at this point, the pandemic will not last forever. Yet some, if not many, of its effects will be permanent.

The stock market has been on a wild ride, retail has shifted almost entirely online, millions of non-essential employees have lost their jobs, and the ones lucky enough to keep there’s have been working from home for months. Changes that people thought would take years to implement have happened in mere weeks. So let’s discuss how marketing strategy (and most likely your strategy) will need to transform in the post-pandemic economy.

Outside selling becomes inside selling

Prospects and decision-makers are less likely to be in the same office as salespeople in the current climate. But, salespeople are now able to connect with prospects anytime and from anywhere. Tools like live chat, 1:1 asynchronous video and sequences, which allow sellers to schedule personalized follow-up emails to potential customers, are now available as standard with many sales software products. Invest in powerful, user-friendly sales software— you’ll need it.

Offline marketing becomes online marketing

Billboards and other signage just aren’t seeing the traffic they’re accustomed to. So marketers have began pouring all of their resources into online channels and it’s looking like it’ll stay that way— online marketing enables marketers to better manage their budgets and strategies by metrics after all. Embrace a fully online marketing strategy, but keep it simple at first so you do not overwhelm your team.

Traditional customer service becomes an automated chat

Online chat interactions have gone from “nice to have” to “must have.” These automated chats can help customers find solutions more quickly than emails and helplines can. They also free up customer service representatives to work on more complex issues, or even multitask. Adopt an automated chat and your customers and staff will thank you.

The funnel becomes the flywheel

The funnel model may help us acquire customers, but the flywheel model is build to retain them. So how do you implement a flywheel? First identify your core business metrics in order to monitor the progress, then look at the parts of your business that impact these metrics the greatest, and finally, identify friction points. For instance, is a customers move from the sales team to the customer service team seamless?

A bloated tech stack becomes a lean one

As companies transform their digital strategy at a rapid pace, they run the risk of taking on too many tools that don’t work well together. In the post-pandemic era, businesses should shed the extra tech and opt for a system that gives all internal teams access to a single source of data. Remember, at a time when we can’t always meet face to face, good communication is more key than ever.