blog

How to Improve Your B2B Digital Engagement Strategy

{"id":2536,"ID":2536,"object_type":"post","ImageClass":"Timber\\Image","PostClass":"Timber\\Post","TermClass":"Timber\\Term","custom":{"title_tag":"","_title_tag":"field_page_seo_title_tag","meta_description":"","_meta_description":"field_page_seo_meta_description","thumbnail":"","_thumbnail":"field_page_seo_thumbnail","social_image":"","_social_image":"field_page_seo_social_image","block_search_engines":"0","_block_search_engines":"field_page_seo_block_search_engines","professional_title":"Digital Marketing & Sales Enablement Manager","_professional_title":"field_person_fields_professional_title","image":"2537","_image":"field_person_fields_image","_dp_original":"88","_edit_lock":"1689364046:2","_edit_last":"2"},"post_author":"2","post_content":"<!-- wp:paragraph -->\n<p>Jennifer Hollingsworth is an experienced marketing and communication professional with a diverse background in journalism, media and client relations, corporate communication, digital marketing, event management, and sales enablement. Currently the digital marketing &amp; sales enablement manager at Kaon Interactive, she runs digital marketing programs (content marketing, SEM, SEO, social media, website) and sales enablement onboarding, training, and tool management. Jennifer's efforts raise brand and product awareness, increase lead generation, and improve sales process and efficiency.<\/p>\n<!-- \/wp:paragraph -->","post_date":"2021-11-24 16:54:29","post_excerpt":"","post_parent":0,"post_status":"publish","post_title":"Jennifer Hollingsworth","post_type":"person","slug":"jennifer-hollingsworth","title_tag":"","_title_tag":"field_page_seo_title_tag","meta_description":"","_meta_description":"field_page_seo_meta_description","_thumbnail":"field_page_seo_thumbnail","social_image":"","_social_image":"field_page_seo_social_image","block_search_engines":"0","_block_search_engines":"field_page_seo_block_search_engines","professional_title":"Digital Marketing & Sales Enablement Manager","_professional_title":"field_person_fields_professional_title","image":"2537","_image":"field_person_fields_image","_dp_original":"88","_edit_lock":"1689364046:2","_edit_last":"2","post_date_gmt":"2021-11-24 16:54:29","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jennifer-hollingsworth","to_ping":"","pinged":"","post_modified":"2023-03-20 20:59:33","post_modified_gmt":"2023-03-20 20:59:33","post_content_filtered":"","guid":"https:\/\/kaon.com\/?post_type=person&#038;p=2536","menu_order":0,"post_mime_type":"","comment_count":"0","filter":"raw","status":"publish"}
By Jennifer Hollingsworth, Digital Marketing & Sales Enablement Manager

Estimated Reading Time: 1 minute

Reacting to Setbacks

Mc Kinsey & Company

In this Forbes Tech Council article, Kaon President and CEO Gavin Finn presents the impact COVID-19 has had on the B2B landscape, specifically regarding the difficulties some companies faced accommodating the shift away from in-person meetings and maintaining customer engagement in a digital-first environment.

Companies have been dealing with pandemic setbacks in the wrong ways — to the detriment of their customers. Finn cites a multitude of common mistakes businesses and CEOs have made in their efforts to compensate for the inability to meet with buyers and demonstrate products in-person. Likewise, he stresses the importance of reinventing how a B2B digital customer engagement strategy is approached. To this end:

“What companies now need is a customer digital engagement strategy — one that is accessible to all of the different customer-facing functional areas throughout the company. The value of a strategy provides the guiding principles and the context around which each solution is conceived and created.”

Get your copy →

Marketers' Digital Transformation Playbook cover

Smart marketing leaders know digital transformation is an ongoing process vital to surviving recessions. Learn how they’re using technology to meet evolving buyer demands.