With industry conferences and live events now off the table because of COVID-19, business-to-business marketers are busy looking for new avenues and new methods to help them connect to prospects and current customers.<\/p>\n
According to Carla Pi\u00f1eyro Sublett<\/a>, the chief marketing officer of NI (formerly known as National Instruments), spells it out in a lengthy piece in The Drum:<\/em><\/a><\/p>\n If we continue to run the same plays in B2B, filling inboxes with unopened emails and throwing up banner ads, we are only contributing to a go-to-market strategy that is noisy, flooded, and at risk in terms of its ability to make an impact. We must instead take a page from consumer brands, going a level deeper, and taking the time to think about how we can develop a meaningful relationship at the right level with our customers as people.<\/p><\/blockquote>\n NI<\/a> recently worked with WaPo’s Brand Studio<\/a> to present a campaign of human interest stories.<\/p>\n