COVID-19 has already dramatically changed how companies generate and convert leads. Instead of relying on established pipeline generation plans for 2020, marketers have had to revamp their strategies to acknowledge and adapt to closed avenues and potential new ones.
We have seen two large changes so far: live conferences transitioning to virtual conferences, and changes to content development and release.
As companies have had to transition in-person conferences into virtual experiences, like Twilio announced for SIGNAL 2020, marketers have to find alternative avenues to generate and convert leads.
For example, Dell combined the desire for a conference experience with the explosive growth of podcasts to create the Small Business Podference, and it’s a great example of turning a negative into a positive.
Without the time restraint of an in-person conference and knowing COVID-19 has thrown everyone’s normal schedules into disarray, creating conference-level content through podcasts enables small business owners to consume the content on their schedule but within the context of a themed conference.
In addition, Apple hosts its Worldwide Developer Conference (WWDC or “dub dub” for the insiders) every year in June, where they announce new software features for their platforms. It’s such a popular event that it requires Apple to hold a lottery for tickets, and generally fewer than 10 percent are able to attend in-person. For this year’s event, Apple is flipping the exclusivity model and will use an entirely online format to enable anyone to participate in their content.
People are interested in and actively looking for COVID-19 information, whether that’s from news sources or businesses.
In challenging periods like this one, there is an opportunity to renew or establish your business as a trusted partner in people’s lives. Think about how you can help and support your customers, or how you can enable them to help you.
For example, streaming services like Netflix or Disney+ have changed their release schedules for movies and shows to reflect the reality that people need more distractions, and they need it now. See more examples of how businesses across every industry are adapting to the new and evolving realities we’re all facing.