July 21, 2021 | Turnaround Management Association | turnaround.org

Throughout the uncertainty of the last 15 months, firms learned to adapt to a new way of engaging with clients and referral sources and managing their brands in a fast-changing situation. The marketing planning process has forever changed, and there are three key lessons that were learned.

Scenario planning will continue to be key. Firms of different sizes approach marketing planning differently -- some are very concrete, detailed plans, some are just bullet lists. Either way, you need a primary plan to address your main marketing goals, and they you need a backup plan in case things change. Scenario plans must address how you will stay in front of your key customers/referral sources if your go-to conference is canceled or if your networking meetings move to Zoom. Many firms learned how to engage in scenario planning like this throughout the pandemic, and that's a skill they should continue to hone.

Digital will remain an important tactic. Pre-pandemic, not very firm had a robust online marketing strategy but the shutdown solidified its importance for B2B firms. Businesses created record amounts of digital content over the last 15 months and launched new online platforms to engage with prospects, clients and referral sources. Podcasts, webinars, blogs, social media posts and online articles were key pandemic marketing tactics. Not only are they good for SEO, but constituents have also come to expect digital content and your firm may be competitively disadvantaged if you shrink your online profile. Through it all, ensure you remain focused on your customer and referral source experience and how people want to engage with you.

Business development efforts need to be flexible. As we see a face-to-face networking events for the fall, advance planning will be key and contingency plans are a must. If you plan an outdoor-only event, choose a date for sooner rather than later, as colder weather will limit options. Whether indoors, or out, remain flexible and have a plan to go virtual if conditions on the ground change. Make sure the restaurant or venue you're using will allow you to change dates, postpone or cancel outright if there's another surge and be mindful of hotspots when choosing locations. Research can be helpful in discovering where and how your clients want to be met. Don't be afraid to shift budget and workflows --perhaps away from trades how exhibition and toward an inside sales force.

All these elements will need to work together -- your marketing mix needs to complement your business development efforts, and vice versa. Bottom line, the marketing planning process will be more adaptive than ever. Please feel free to contact me directly if you have any thoughts to share on this topic, lmcdonough@50words.com.