U nprecedented times, volatile economy and disrupted markets– These traits now mark the business environment the latest pandemic situation has brought upon us. As we continue to tirade against the odds, our economies and businesses continue to languish. B2B businesses are no exception. As these businesses are re-inventing their marketing and communication strategies to keep pace with the changing situation and to proactively converse with their customers, they are ensuring they exercise control over their narratives and manage their brands too. Underpinning the importance of digitization, B2B companies are now looking to invest more on re-designing their websites, actively stepping up social media presence, churning out compelling, quality content and shifting to virtual trade fairs and exhibitions. A recent survey conducted by McKinsey & Company of B2B businesses across 11 countries in seven sectors and across 14 categories of spend came forth with some imperative findings: Cons...