Humans First, Marketers Second

Covid-19 has made us realize one exceptionally important thing which has permeated all sales, marketing and commercial efforts since we were initially affected by the pandemic.

We seemed to have forgotten that in marketing we needed to be humans first, marketers second. Covid-19 brought all-time high unemployment and layoffs, along with billions in lost revenue and business functions essentially grinding to a halt.

This required marketers to understand how to maintain their function and interactions with their clients in a way that was informed, sensitive, empathetic and human.

This boiled down tactically, into separating clients into two groups, one being clients in industries who were in no position to buy.

Marketing efforts to these groups consisted entirely of content focused on helping them in their own industry, providing them with tools and resources and outlets for businesses struggling during difficult times, as well as general thought leader content. This push was emulated by sales, touching base with these clients, but ensuring that the outreach was one of genuine concern and compassion with no underlying commercial motives.

We did not expect revenue from this group.

The second group were businesses who were still functioning, but with reduced capacity…