How has COVID-19 Affected Outbound Marketing?
COVID-19 completely overturned our understanding of digital marketing, but this doesn’t mean that some B2B companies missed the opportunity to benefit from this situation. The use of video conferences and other cloud-based technologies expanded since March 2020 and was triggered by the restrictions imposed by the governments to mitigate the consequences of contamination. The companies realized that they needed to survive in the times of the economic downturn followed by the COVID-19 and started to use the approaches they didn’t try in the past. Probably, you also didn’t realize the opportunities outbound marketing offers to you during these difficult times, and we’re going to shed the light on them.
A Blessing in Disguise
Outbound marketing turned its face to marketers and B2B sector showing new opportunities to enhance sales. Businesses that have never used it in the past were forced to handle it to survive. COVID-19 served as an accelerator for switching to online operations to turn weaknesses into strengths. Some companies even succeeded to increase their sales during the crisis.
As B2B enterprises switched to online operations, the number of external emails received every day grew from 25% to 50%. The trend was more than obvious in April when the major restrictions took place as compared to February.
Not a Choice, but A Necessity
Many companies developed their cold outreach using emails. Does this result in the increase in sales? Yes, and no. Businesses turned to their cold outreach as they didn’t have a choice. Not being able to reach their customer in person, they generated additional emails to keep their clients informed about products/services or just to remind of their presence in the market. Hence, an increase in cold outreach is rather an attempt to remind the world of their existence. The conclusion is that many B2B companies started to enhance their knowledge in cold outreach being stimulated by the necessity to go online due to the COVID-19 issue.
Changes in Outbound Marketing
The changes that occurred in outbound marketing can be easily tracked by comparing the number of outbound marketing tools used before and after the hysteria associated with the COVID-19. February was the last month preceding the crisis and April was the month when the major restrictions took place. The comparison of the number of outbound marketing tools used in February and April shows a significant increase. For example, the number of incoming emails grew by more than twofold, while the volume of incoming newsletters rose roughly by 70%. B2B companies expanded the number of offers sent by almost 150%. The number of free offerings had increased by more than 100%.
With the extended number of webinars offered instead of in-person events, companies send more newsletters and promotions. As a result, people turn to outbound sales more often in the post-COVID-19 environment as compared to the situation before the crisis. The outreach aims at expanding target audiences and the increase in engagement.
Cold outreach is one of the most important components of outbound marketing. It helps develop successful marketing campaigns and increase sales. The companies that didn’t use outbound marketing tools in the past turned to it to expand their market presence and remind customers of them. For some companies, it was the only way to survive. Therefore, B2B sector relied on outbound marketing aiming at generating greater revenues in the times of such hardship and it seems that some of them succeeded to expand their businesses when other companies shut down.
Originally published 2021.01.11 , updated 2021.01.19