Does marketing need to redefine its approach due to the global pandemic? Life as we know it has been turned on its head in both our personal and professional lives, so how does this impact on the way we do business and define our marketing strategy?

It's clear that we have all had to reevaluate what was previously considered 'normal'. The key message here is that we need to work even harder at instilling trust, credibility, personalisation and ultimately, placing the customer at the centre of everything we do.

Creating a personal, human connection has become paramount, whether in B2B or B2C, building a pipeline of digital relationships is the driving force in gaining trust and establishing ourselves as industry experts who have the power to help customers tackle their business challenges.

LinkedIn's Pocket Guide to "5 New B2B Customer Engagement Strategies" provides an excellent overview of the following key areas to focus on:

  1. Position for the long term
  2. Revolve around the customer journey
  3. Earn trust through thought leadership
  4. Know who your customers are
  5. Strengthen your sales and marketing collaboration

Have you redefined your customer engagement strategies for growth in 2021?