Unless they were deemed an essential service, most B2B brands had to pivot their marketing strategy in 2020 to make themselves relevant in a world of digital transformation, lockdowns, and quarantine orders. This was especially challenging for brands that depended on in-person events—from the travel industry to the hotel industry to the restaurant industry, things were going to be tough.
In this episode, Drew talks with CMO Dhanusha Sivajee of The Knot Worldwide (TKWW), a B2B2C brand that faced a unique challenge—TKWW’s network of over 300,000 vendors were about to lose their livelihoods as engaged couples updated their “Save the Dates” to “Change the Dates.” TKWW rose up to the challenge, quickly establishing a Paycheck Protection Program (PPP) program for its B2B customers and compiling a comprehensive content library of best practices for the trials ahead.
Not only does Dhanusha share how the brand created meaningful content for its customers in a time of need, she also discusses how it established itself as a thought leader and helped its vendors redefine the wedding experience. Tune in for a fascinating episode that exemplifies the value of putting customer care first, especially for B2B brands that are committed to finding truly creative, renegade solutions.
For full show notes and transcript, click here.
What You’ll Learn in This Episode
- How The Knot helped its B2B customers through 2020
- Why all B2B brands should have an advisory board
- Why “Trust” is a valid metric for B2B brands