Post-covid marketing & sales: Re-map the demand generation playbook

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Post-covid marketing & sales: Re-map the demand generation playbook – it’s time for B2Me

Pre seminar survey (In case you are not employed, do not complete it)

This should take 2-3 minutes to complete, all responses are anonymous and will only be used to directionally shape the seminar for additional relevancy.

1. Which type of marketing outreach best describes your company?

B2C

B2B

Both of the above

Other:

Clear selection

2. Which role best describes your area?

Data analysis

Demand generation planning & execution

Campaign development and messaging

Content creator

Customer loyalty programmes

Brand ambassadors

Product or service manager

Marketing & sales strategy and/ or execution

Other:

Clear selection

3. At your company do you have a recognized marketing automation / lead management system in place? (eg one you have purchased, not developed yourselves)

Yes

Clear selection

4. Do you use analytics from a marketing automation platform / system to base the development of your campaigns and lead nurture programmes?

Yes

Clear selection

5. How would you best describe your company’s view of marketing automation?

Completely committed to investment and innovation in marketing

Committed in principle but prepared to interrupt according to financial position at any given time

Not quite sure of the benefits but prepared to go along

Don’t understand what marketing automation does / can do

Clear selection

6. Since the start of the pandemic has your company accelerated marketing automation?

Yes, we’ve invested

No, we’ve frozen all investments

No, we’re cutting back on investments

Clear selection

7. Are your lead / demand generation programmes embedded in a broader strategy?

Yes always part of an integrated programme to achieve a bigger goal

Usually but with much ad hoc additional campaigns / programmes

Not usually, we focus on the best opportunity at a particular time

Clear selection

8. Does your company have a desired customer experience statement that you aspire to?

Yes

Clear selection

9. In relation to the buyer journey, how many stages / steps do you include in your marketing approach?

Up to 3

Up to 6

Up to 9

More than 9

Clear selection

10. Thinking about your company’s segmentation approach, which statement best describes the primary approach?

Demograhic e.g. age, gender, household type, income etc

Generation range e.g. millennials, Gen Y, Gen Z

Regional

Digital behaviour

A combination of all these

Clear selection

11. Which generation range best describes your customer base?

Retirees

Baby boomers

Millennials

Centennials

Other:

Clear selection

12. In the next 3 months – what is your greatest internal challenge?

Budget cuts

Staff shortage

Level of automation of your lead / demand generation

Other:

Clear selection

13. In the next 3 months – what is your greatest external challenge?

Shrinking market / existing customer base

Greater choices available to potential new customers

Market price sensitivity to your offering

Relevancy of your offering

Other:

Clear selection

14. Has your buyers’ behaviour changed following the pandemic?

Yes, radically as our services were unavailable during this period either in person or online

Yes, fundamentally as we moved our offering to online only

Yes, but in line with most businesses

No change in buyer behaviour

Clear selection

15. Describe in no more than 1 sentence the biggest permanent change to your marketing activity as a result of the pandemic?

Submit

Clear form

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