Episode 150

Walker Sands: How Companies Must Adjust Their Messaging In The Midst Of The COVID-19 Pandemic


May 22nd, 2020

27 mins 44 secs

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About this Episode

In this MarTech Martech Zone we speak to Courtney Beasley, VP of Marketing for Walker Sands, about how companies can best adjust their messaging in the midst of the COVID-19 pandemic. Some businesses are going through a ‘moment,’ flourishing during the pandemic while many others are seeing negative effects on sales, revenue, and operations. Given that the spectrum of outcomes is vastly different, the standard We’re here for you messaging isn’t going to cut it for everyone.

Marketers need customized insights to better navigate the uncertain times brought on by the pandemic if they want their messaging to directly correlate with the state of their business in an impactful way.

Courtney discusses the different ways marketers should adapt messaging based on their situation. Courtney is also sharing insights from Walker Sand's new tool, the 2020 B2B Marketing Insights Playbook for COVID-19, to address marketing's place in the current state of the world.

The playbook is a peer-based, industry-segmented, real-time customizable tool based on the level of impact the company has experienced (positively, negatively or severely negatively impacted) and based on real insights that not only include Walker Sands’ own vast B2B marketing knowledge and experience, but it also shares learnings from marketers around the country.

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Episode Links

  • Walker Sands — Since 2001, Walker Sands has been pushing the limits of what B2B marketing can do to get the results and recognition their clients deserve. They pride themselves on helping B2B brands reach their goals — whether that’s increasing revenue, pushing into new markets, attracting top talent, going public or getting acquired — and they always play for high score.
  • B2B Marketing Insights Playbook for COVID-19 — A peer-based trends analysis for B2B marketers amid the pandemic. From budget cuts to full operations pivots, marketing teams are navigating unprecedented challenges. Using results from this survey, this resource provides timely, actionable insights from your peers.