Marketing success in the 2022 post-pandemic era

I believe that 2022 presents B2B marketers with substantial and differentiating opportunity, but I think we are looking for that opportunity in the wrong place, and it’s freezing us to the spot.

Fast Company put this in perspective:

When the nebulous promise of effective vaccines seemed like it might actually become a reality, people started to imagine and plan for life returning to normal.

Given the position we find ourselves in nearly two years into the pandemic, perhaps a better question is to consider whether or not the crisis is ever going to be over.

Let me be blunt, normal has left the building.

There is no such thing as the post-pandemic era, not now, not ever.

There are no pages about to turn, no trumpets ready to announce the defeat of the disease. “Era’s” are framed in hindsight. “Dawns of new eras” are visible only in the rear view mirror. Let me add that pandemics do not usually experience a hard stop. If you are waiting for an epiphany, for a door to open as one slams shut, you are waiting for Godot.

The world as it really is today.

Everything around us is changing very rapidly. The pace of change is both astonishing and intimidating. I can’t even begin to describe the disruption to our personal and professional lives. We are on the same roller coaster sitting next to our customers and prospects.

We all are, to some extent, dazed and confused. Any marketing, any communication, any conversation must be genuinely rooted in humanity, empathy, and authenticity if it is to be “heard” at all. The opportunity is to create a bond.

What matters most

The thing that matters most, that is the most absolute compelling competitive differentiator, is understanding your prospects and customers as people. As talented, experienced, professional people doing their level best to navigate the decision making process in a sea of change. They are unique individuals operating in unique environments. Viewing them through sweeping generalizations is not to anyone’s benefit.

The place to start is with true persona research, that pushes past preconceived notions and widely-held beliefs to begin to bring these people into focus. It is eye-opening to hear how they articulate their issues and goals. It is sometimes a cold shower to listen to their opinions.

Net, you come out with a new and deeper understanding and appreciation of your customers and prospects, and that drives your positioning and messaging

Let’s all make a new year’s resolution to become the brand our prospects and customers are looking for by demonstrating to them that you understand and care about them.

As Milton Berle once said, “If opportunity isn’t knocking, build a door.”