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How Businesses Are Adapting to The New Normal By Going Digital

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As businesses begin to pick up again as economies around the world open up after lockdown periods are over, we look at the data on how businesses are adapting to the new normal.

Reaching out to your customers now means more sending out marketing emails instead of making sales phone calls. Companies’ website traffic has also increased by an average of 18% – 20% since May of this year, as economies are opening for business again.

The data are based on Hubspot’s customer base of over 70 thousand companies globally. Hubspot is a sales and marketing software platform. These cases are primarily based on B2B businesses, rather than B2C.

The chart above shows that Hubspot’s customers’ websites were getting more visitors, averaging at 20% growth over the pandemic period.

Comparing the chart above, which shows a marked increase in marketing emails being sent out, versus the chart below, which shows a marked contraction in the number of sales calls made.

Contrast the above against the chart below, which shows that percentage decrease over the pandemic period has improved significantly, from its lowest contraction of negative 30% at the end of March 2020, to just a smaller decline of only negative 4% by now.

What these data by Hubspot shows is that businesses are shifting their practices in order to reach out to their potential customers. Accessing business decision-makers via phone calls are not relevant anymore, as office phone calls become inaccessible due to work-from-home arrangements, or people simply refuse to take that call.

Instead, warming up B2B prospects or potential customers is done by creating a business website to generate leads for prospects, and following up with relevant marketing emails.

Ultimately, it’s about preparing for a world where minimal face-to-face contact will become the norm. Businesses that can adapt to this new global challenge will survive the short term and may win in the long term.

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