Basic Co., Ltd. announced the results of “Changes in web marketing activities due to the spread of the new coronavirus” on June 30, 2020. The survey period is June 7th to June 12th, 2020. We received responses from 279 marketers from BtoB companies. This survey revealed the trends and future of BtoB marketing during the coronavirus pandemic.
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More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
40% of companies have decreased lead acquisition due to the coronavirus pandemic
First, we will look at the impact of the spread of the new coronavirus on lead acquisition. A total of 42% of respondents answered that the number of lead acquisitions had “significantly decreased” or “decreased.” On the other hand, a total of 19% answered that the number had “increased significantly” or “increased,” and 39.1% answered that it had “almost no change.”
In addition, 48.0% of companies said that the cost per lead acquisition would remain the same, and it appears that there was no impact on approximately half of the companies. A total of 29% of companies answered that the lead acquisition cost had decreased significantly or slightly.
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
Next, let’s look at user behavior. When asked if they noticed any changes in user behavior before and after the spread of the new coronavirus, the most common response was, “The proportion of information gathering online has increased.” The next response was “The amount of information I gather through webinars (online seminars) has increased.” It is predicted that people have changed their behavior online rather than face-to-face due to the effects of telework and working from home.
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
Marketing measures during the coronavirus pandemic are reducing offline and expanding online
Next, when asked about marketing measures that have been scaled back due to the spread of the new coronavirus, the most popular answer was “offline seminar/exhibition exhibition” at 45.6%. This was an overwhelming difference, more than double the 20.0% of the runner-up “listing ads, display ads.”
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
On the other hand, the most frequently cited marketing measure that was strengthened was “Improvement of website and LP” at 38.5%. Next was “SNS advertising (Facebook, Twitter, etc.)” at 33.8%, followed by “Online seminars (webinars)/exhibition at exhibitions” at 27.7%. In BtoB marketing during the coronavirus pandemic, it has become clear that there is a tendency to reduce offline marketing and expand online marketing.
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
The top policy to be strengthened in the future is “content marketing in general”
Finally, we will look at measures aimed at the post-coronavirus era. When asked about new tools and services that they are introducing or considering, “Web customer service tools/chatbots” was the most frequently cited answer at 45.6%. It appears that an increasing number of companies are introducing the system to accommodate work-from-home/telework environments. Next was “MA tools” at 15.9%.
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”
When asked about measures they would like to focus on other than implementing tools, the most popular answer was “content marketing in general” at 45.6%. This was followed by “Video production and video advertisement distribution” at 40.0%, “Enhancing website content” at 38.5%, and “SNS operation” at 37.4%.
This survey found that due to the spread of the new coronavirus, there has been a trend in BtoB marketing to shrink offline and expand offline. In addition, content marketing such as video production and website content expansion, as well as SNS operations, were cited as measures to be strengthened in anticipation of the post-coronavirus era, and it has become clear that online measures will be further strengthened in the future.
Reference source:
More than 80% of BtoB marketers answered, “I feel anxious or lack know-how about the marketing measures I am considering implementing during the coronavirus pandemic.”