The last few years have shown that start-ups can be highly resilient. Many were able to adapt quickly in the face of the COVID-19 pandemic, realizing they had to do something different to survive. But did they know how to implement their B2B communication correctly?
The pressure of the need to sell and to secure the operation forced us all to look for new formulas. Because the previous, well-established ones were no longer useful. Events, networkingmeetings and fairs could no longer take place. Traditional touch points were lost. Thus, obstacles arose to build relationships that are key to B2B Communication.
Roads not traveled
This was the moment when many companies started to worry and tried to understand which way they could go. So, they updated their websites and social media platforms, started creating newsletters and used everything they could to keep communicating, whether through commercial, technical or corporate communication.
This is where it is important to talk about communication. There is sometimes an understanding that communication is a mere transmission of information between a sender and a receiver. Managing communication is, in fact, managing interaction and seeking negotiation and cooperation with a goal. Communication allows companies to give meaning and add value to their activity. That's why it's so important to think about it when we talk about relationship management with our customers. stakeholders. Communication supports a set of processes that are the foundation of a B2B environment: trust, credibility, cooperation, clarity and knowledge.
In B2B Communication relationships are everything, it is the brand and reputation that will help consolidate this relationship. For a company, it is more important than ever to think long-term, increasing resilience and connection with the market. Here, the value of trust and reputation gain a prominent place as a crucial element in the extended Strategic Communication that makes the brand recognized and legitimate with its recipients, with clear effects on all dimensions of the business.
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 sectors, geographies and platforms. Communication has emerged as a function of increasing importance, assuming a prominent position in the strategic thinking of many companies.
We have entered a "golden age" to really understand the importance of communicating and strategically managing an organization's stakeholders and understand that only with highly planned actions will we be able to achieve the goals we set ourselves.