B2B Marketing Communications Playbook 2020
A roundup of resources for B2B marketers navigating communication challenges with their internal and external audiences in 2020.
Achieving success with communications in 2020
As 2020 proves to be more complex than anyone could have planned for, a marketer’s toolkit has become more important than ever. Communication is the foundation to what we do as marketers. From internal alignment on goals with your stakeholders, sales and marketing teams to external messages that build confidence and trust with your customers, prospects and partners – effective and efficient communications is the only way to see success in 2020. This playbook provides resources to conquering communication with the three main pillars that support our communications efforts: internal audiences, external audiences and technology systems. Select a channel below to make informed decisions on where you should focus your communication efforts.
Show me resources for:
Audience 1
Stakeholders
A consistent dialogue between stakeholders and the marketing leadership keeps all boats rowing in the same direction. Especially during challenging times when business, product, service or team resource pivots are needed – and quickly – a two-way, open communication system between your core teams ensures everyone is working toward the same goals. Here are some resources to help you navigate conversations with your internal stakeholders:
Audience 2
Marketing Team
It is imperative for the marketing team to communicate effectively on individual responsibilities and priorities and how they contribute to the team goals. When aligned as a team, there’s not much that can get in your way. Here are some resources to help you navigate conversations with your internal teams:
Audience 1
Sales Team
Though a relationship that is often dubbed as “troubled”, the sales and marketing dynamic at a company can make or break growth opportunities, especially in challenging times. Alignment on goals, audiences and programs is imperative to achieving cross departmental success. Here are some resources to help you navigate communications with your sales teams:
Do’s and Don’ts
Audience 1
Stakeholders
Audience 2
Marketing Team
Audience 3
Sales Team
Audience 1
Current Customers
Communicating with your customers should remain consistent through all stages of their lifecycle. Keep the conversation open to easily allow for updates, feedback and concerns. Put your customer at the center of your communications to ensure high retention. Personalize your messaging to ensure that your customers feel that you’re talking to them rather than at them and allow for an open dialogue. Here are some resources to help you navigate conversations with your current customers:
Audience 2
Prospects
Your flow of inbound interest has the potential to make or break your business. Speaking to your prospects pain points will help personalize your messaging while facilitating an easier sale. Your channel strategy should adapt based on the type of prospect you’re reaching out segmented by title, industry or pain points.Here are some resources to help you navigate communications with your customers:
Audience 3
Partner Networks
Partner networks can be a key part of your marketing strategy when it comes to building pipeline. Oftentimes via partner networks, you’ll find the ability to reach an audience that you might not otherwise have been able to access. A potential referral partnership should be a reciprocal relationship where both parties can benefit from the efforts at hand. Here is a resources to help you navigate communications with your partners.
Do’s and Don’ts
Audience 1
Current Customers
Audience 2
Prospects
Audience 3
Partner Networks
Audience 1
Internal
Technology can facilitate easier communication internally. Your tools should communicate effectively with one another to ensure there aren’t any gaps within your strategy. Tools to consider:
- Teams: Chat Platforms, Collaboration Software, Time Management Programs
- Shareholders: Email, CRM Data Reporting, MAP, Power BI
- Sales: Sales Enablement Tools, CRM, MAP
Here’s a resource to help you navigate tech decisions in 2020: How To Optimize Your Tech Stack to Find Marketing Success in 2020
Audience 2
External
Technology should be at the core of your external communications strategy and should integrate seamlessly with the processes you already have in place. Use your technology to easily facilitate a conversion process from lead to opportunity. Tools to consider Prospects/Customers:
- CRM
- Direct Sending Platform
- Webinar Software
- Organic Social Scheduling Tools
- Display and Retargeting Ads
- Website
Here’s a resource to help you navigate tech decisions in 2020: Essential Tools for an Impactful B2B Martech Stack
Audience 3
Partners
Communicating with your partners cannot be effectively measured without technology. Keep your partners in the loop using your technology and track efforts accordingly without disrupting your communication with your customers and prospects. Tools to consider: Partners: CRM, Google Ad Marketing, MAP, Website
Do’s and Don’ts
Audience 1
Internal
Audience 2
External
Audience 3
Partners
B2B Marketing Budget Calculator for Reallocating Your Spend
A well constructed budget is a great way to get stakeholders on board and teams aligned.

More resources related to navigating communications in 2020:

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