This webinar is part of NVTC’s “Business Continuity in a Pandemic” series. Businesses are constantly adapting to change, but what do you do when it comes suddenly in the form of a global health and economic disruption? Your business can’t afford to come to a grinding halt, but it also can’t operate as usual. This webinar will discuss through a marketing and sales lens how you can stay engaged with customers and drive growth, particularly in the face of global uncertainty. The discussion will touch on: -The role of sales & marketing in the continuity of business operations -Concrete steps your organization can implement today to pivot your customer engagement strategies -The dos and don’ts of marketing and PR in times of crisis

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NVTC Webinar
How to Market & Sell
When It’s Not
‘Business as Usual’
Presented to NVTC
April 7, 2020

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Concrete steps you can take
today to pivot your customer
engagement strategies
The dos and don’ts
of marketing and PR in
times of crisis
THE BLUEPRINT
What do you do when you know
you can’t come to a complete stop
but also can’t move forward as if
nothing has changed?
The role of sales & marketing
in the continuity of business
operations

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NVTC Webinar
THE ROLE OF
SALES &
MARKETING

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NVTC Webinar
Rescue the
pipeline.
Navigate
change.
Preserve
the brand.
Protect
revenue.

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NVTC Webinar
Now is not the time
to “sell.”
Determine how sales &
marketing can align with
the broader organization to
explore custom solutions:
● Free/trials
● Bundles
● Partner integrations
● Payment options
ORGANIZATIONALLY EXPLORE NEW WAYS
TO MEET CUSTOMER NEEDS
A List Of Fintech Firms Providing
Free Technology During The
Coronavirus Crisis
These 5 Tech Companies Are
Providing Free Remote Working Tools
During the Coronavirus Outbreak
Facebook, Google among those
kicking some cash over to Silicon
Valley communities affected by
coronavirus cancellations

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NVTC Webinar
USE YOUR TECHNOLOGY/
RESOURCES TO BE A PART OF THE SOLUTION

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NVTC Webinar
ADAPTING YOUR
ENGAGEMENT
STRATEGIES

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NVTC Webinar
WEBINARS
PIVOT IN-PERSON TO VIRTUAL EVENTS
STREAMING VR

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NVTC Webinar
CREATE VIDEO & AUDIO SALES ENABLEMENT CONTENT
1. Repurpose existing static content.
2. Add to your site to make your
company more searchable.
3. Capture leads from right inside
your content.
4. Increase conversions with more
engaging nurture emails.
5. Personalize your content and
delivery.
49%
Marketers that use video
are growing revenue 49
percent faster.
1 in 4
more than one in four
now listen to podcasts
weekly, or more often.

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NVTC Webinar
● Strong user flows
● CTAs
● Conversion points
● Compelling content
● SEO
MAKE SURE YOUR WEBSITE IS SETUP TO CONVERT
95%
of buyers choose a
solution provider that
provides them with ample
content to help navigate
through each stage of the
buying process.
(DemandGen Report)

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NVTC Webinar
ENRICH YOUR DATA TO ENHANCE PERFORMANCE
Unify your
data sources
Automate
your scoring
process
Enhance
your lead
quality
Optimize
campaign
performance
Predict
behavior
and act

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NVTC Webinar
● Identify your high-value accounts and key players
● Coordinate targeted campaigns
● Personalize your communications
RUN A TARGETED ABM CAMPAIGN
80%
of marketers that measure
ROI say that ABM initiatives
outperform other marketing
investments..*
30%
of marketers that worked in
an account-based manner
reported a greater than
100% c-level engagement
increase.**
87%
of B2B marketers have
agreed ABM delivers a
higher ROI than other
marketing activities.**

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NVTC Webinar
REEVALUATE YOUR AD SPENDS
● Are your B2B prospects stuck
at home?
● Evaluate ways to shift ad dollars
to meet them where they are…
○ Google search
○ Connected TV
○ Programmatic audio
○ YouTube

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EXPLORE CREATIVE BRANDING/
ENGAGEMENT OPPORTUNITIES

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SALES &
MARKETING
DOS & DON’TS

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DON’T: BE OPPORTUNISTIC /
PROFITEERING
DO: LEAD WITH A MESSAGE
OF COMPASSION & SUPPORT

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DON’T: OPERATE IN A
SALES OR MARKETING SILO
DO: COORDINATE
CROSS-FUNCTIONALLY

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NVTC Webinar
DON’T: GO DARK WITH
ANALYSIS PARALYSIS
DO: COMMUNICATE
THOUGHTFULLY

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DON’T: PITCH REPORTERS
TONE DEAF ANGLES
DO: UNDERSTAND THE
NEWSCYCLE & PRIORITIES

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DON’T: OUTREACH BLINDLY
WHEN YOU WANT
DO: UNDERSTAND WHEN YOUR
AUDIENCE IS RECEPTIVE

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DON’T: MAKE
SHORT-SIGHTED DECISIONS
DO: PLAN FOR THE
LONG GAME

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DON’T: BE CAUGHT BY
SURPRISE
DO: CREATE A CRISIS
COMMUNICATIONS PLAN

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