The last year has shown that companies are highly resilient. They managed to adapt quickly in the face of the COVID-19 pandemic. When they came to the right conclusion when they had to do something different in order to survive. But did they know how to do B2B communication properly?
The pressure of needing to sell, and to guarantee the operation forced us all to look for different formulas. Because the previous, well-established ones were not serviceable anymore. Events, networking, meetings and fairs could no longer happen. The traditional contact points were lost. Thus, there were obstacles to build relationships that are fundamental for B2B Communication.
Roads Not Taken
This was the moment when many companies started to worry and tried to understand which path they could take. They turned to what they could do. they updated their website, and social media platforms. started to create newsletters. They used anything they can to continue to communicate, whether through commercial, technical or corporate Communication.
If it is true that B2B companies depend, ultimately, on the sale of its products or services, and that in this type of organizations in particular the Communication regarding knowledge, or technical Communication, is a key element that adds value to every negotiation process and distinguishes companies, institutional Communication, or identity, is what allows it to convey confidence and originality. And trust is the base for this relationship.
This is where it matters to talk about Communication. There is sometimes as understanding that Communication is a mere transmission of information between a sender and a receiver. Managing Communication is actually managing the interaction and seeking negotiation and cooperation with a goal. Communication allows companies to give meaning and add value to their activity. That is why it is so relevant to think about it when we are talking about managing the relationship with stakeholders. The Communication supports a set of processes that are the foundation of a B2B environment: trust, credibility, cooperation, clarity and knowledge.
B2B Communication
In B2B Communication relationships are everything, it is the brand and reputation that will help to consolidate this relationship. For a company, it is more important than ever to think in the long term, enhancing resilience and connection with the market. Here, the value of trust and reputation achieve a prominent place as a crucial element in extended Strategic Communication that makes the brand recognized and legitimate among those to whom it is addressed, with clear effects on all business dimensions.
Relationships continue and will continue to be the foundation of business. There are now more opportunities to work in partnership and holistically, with contacts established with different stakeholders, across multiple sectors, geographies and platforms. Communication emerges as a function of increasing importance, taking a leading position in the strategic thinking of several companies.
We have entered a “golden age” to really understand the importance of communicating and strategically manage an organization’s stakeholders and understand that only with highly planned actions will we be able to achieve the goals that we propose.