The 2020 Chief Marketer B2B Marketing Outlook Survey highlights that B2B marketers are using email, search engine results, and content marketing to find leads with the highest ROI. However, the biggest challenges to generate leads have been to find the buyer persona, engage target prospects (57%), and finding those that convert (48%). As companies are conducting an email marketing campaign, the email open rates have increased in the month of March. This change from traditional marketing to now can be attributed to corporate communications conveying COVID-19-related messages and the metric is expected to shift over time.

The chart above shows that average marketing email volume went up by 29% in the week of March 16, while open rates jumped by 53% that same week. Across the month, open rates increased by 21% overall. The sales team, however, are finding it difficult to establish engagement with their sales content asset. Hubspot benchmark data shows that companies sent 23% more sales emails with great content on a per-week basis starting the week of March 16.

Response rates to those emails started to plunge from the first week of March, with an overall decline of 27% from the month of February. Data shows that chat volume has increased quite steadily over the last two months; experts believe this number will go higher.

Conversational marketing can help a potential customer and sales to engage in real time as it also automates the lead routing process. Now's the time for you to swoop in and respond to customer queries, so your business can serve a potential customer and existing customers even when you're working remotely.

Another content marketing strategy that a content marketer should also invest in is chatbots to answer customers more quickly, automate lead qualification or book meetings, and meet the increasing demand for customer queries.

Some of the key industry search trends ranking the charts include e-commerce (toilet paper near me, hand sanitizer near me, facemasks near me, thermometers and sanitary wipes), health and wellness information (coronavirus symptoms, home remedies, handwashing techniques, antibacterial essential oils, antiviral foods, antiviral herbs), and news media.

Food and recipe websites have also seen a spike of 22%, while travel-related searches have declined by 46%. Some useful SEO/SEM tips for marketers:

Keep a regular check on your analytics data:-
- Stay at the top of Google Trends with excellent content creation
- Reduce paid search and gear up for daily management
- Maximize your email outreach
- Continue down the path of SEO and content marketing
- Don't promote coronavirus sales or deals
- Help and support your community
- Start thinking about Q4 initiatives from now
- Focus on customer support and consolidation rather than acquisition, depending on your industry

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