Let’s re-state the obvious: the pandemic has changed the world and generated uncertainty. Tech companies across the globe are realizing that their assumptions about what their customers want – and how they want to get it – have changed massively. None more so than in the B2B world, where business customers have had to adapt fast to lockdowns, hybrid working and a lack of in-person business opportunities.
It’s no surprise, then, that we’re seeing a spike in demand for B2B research, particularly in sectors that historically have relied on tried and tested channel strategies and loyal customers. Two sectors in particular have had to rip up the rule book and change focus rapidly:
Many employees are now working from home at least some of the time, and virtual meetings are still the norm. And it’s unlikely to change anytime soon. So, IT decision-makers are rushing to adapt their infrastructure and support mechanisms to cater for these new working styles. Bye bye large office copiers, hello small desktop printers. Business landlines are out, Mobile Device Management is in. And with the change in focus comes supply chain issues, messaging and positioning challenges and reassessment of what customers want now. It was so much easier in 2019, wasn’t it?
The most effective businesses are those that see the new opportunities in these circumstances. We’ve been helping a range of tech sector brands with a root-and-branch reassessment of what their business customers need today and in the future, and how to optimize channel partners to deliver this smoothly and effectively. This is where proper market research can really help turn around a brand and a business. We’ll leave you with our top five tips for tech companies looking to enhance their B2B business:
With the new challenges and priorities businesses are under, the benefits of refreshing what you know about your B2B markets have never been clearer. It’s no surprise to us that B2B is one of our fastest growing research practices.
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