Changes to post-pandemic market strategies

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In this article we tell you how businesses and entrepreneurships are changing as a result of the pandemic.


While employment rates have dropped, the stock market has soared . While social distancing has kept us away from loved ones, we are connecting with family and friends more than ever. And while growth has slowed for many companies , their digital transformation has accelerated dramatically.

Companies across all industries have implemented remote tools to support employees working from home.

Millions of marketing professionals have started using automation software products that allow them to move their entire marketing strategy into the virtual space .

And brick-and-mortar retailers have been vp risk email database quick to acquire software management systems to get their e-commerce sites up and running.


The pandemic threw plans for a gradual and carefully managed digital transformation out of the window, and changes that many executives thought would take years to implement took place in a matter of weeks. Entire industries are now waking up to a digitally transformed world, which presents new opportunities and also new questions.

Change always comes with opportunity, and companies that view this period of turbulence as an opportunity to create new, efficient processes, foster employee development, and better respond to customer needs will be the ones that thrive in the years to come.

To help businesses successfully navigate digital transformation, we’ve put together a list of five shifts that are affecting market strategies, along with tips on how to adapt to each one.

1. External sales ➜ internal sales

The pandemic has forced outside sales teams to become inside sales teams overnight. And while some companies may see this shift as temporary, most will witness firsthand the benefits that inside sales bring and end up committing to the model for the long term.


In this digitally transformed world, prospects and decision-makers are less likely to be in the same office—or even the same territory—making it even more difficult for outside sales reps to schedule meetings. Inside sales, on the other hand, gives reps the opportunity to connect with prospects anytime, anywhere.


Tools such as live chat, time-shifted personalized video, and sequences—which allow sales reps to schedule follow-up emails to prospects—are now standard in many sales software products .


These features enable salespeople to tailor their selling to the way customers want to buy and increase their productivity, without losing the personal connection that characterizes outside sales.


To successfully accommodate an inside sales model, companies should aim for software products that are user-friendly enough to allow their reps to start using them right away, and also powerful enough to give them a centralized view of customer data – an essential ingredient for being able to deliver a personalized experience to customers, even in the absence of face-to-face interaction.


Offline marketing ➜ online marketing

Once-highly sought-after outdoor advertising spaces have been left empty, with marketers turning all their resources to online channels. And in most industries, this trend is likely to continue.

When a marketing strategy is entirely online, it allows marketers to manage their budgets and strategies based on metrics.

Everything from website traffic and email open rates to social media engagement and digital ad ROI can be accurately measured, giving marketers a clear picture of which channels are most effective at engaging customers .

It also allows them to keep pace with constantly changing consumer behavior and adapt messages and budgets in just a few hours, something that in offline channels such as television and outdoor advertising takes weeks or even months.

These benefits have never been more visible than in recent months. While many offline channels have been silenced during the pandemic, online interaction between consumers and businesses has reached record levels.

Companies that had already invested in these channels have not only been able to maintain interaction with customers throughout the current crisis, but have also been able to quickly adapt the tone of their messages in line with the times and communicate important information to their audiences in a timely manner.

Companies that are adopting fully online marketing strategies for the first time must be careful, however, not to open too many new digital channels at the same time .

Otherwise, teams may be overwhelmed with new tactics and tools, which could result in a disjointed customer experience.