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Mitch Ratcliffe on How COVID-19 is Making All Marketing Local Again

Mitch Ratcliffe is a business, product and content marketing leader with 35 years of experience in local media, technology marketing, online and broadcast publishing. Among the successful businesses he’s helped launch are the ON24 conferencing platform and BuzzLogic influencer marketing agency. He’s also served on the founding board of directors of Match.com. Mitch shares our publication lineage with roles at Ziff-Davis, CMP and numerous other publishers.

We spoke to Mitch about this recent post on Metaforce, his current digs. We touch on the changes that COVID-19 has wrought with modern B2B marketing. The new rule, he asserts, is to let no communication be wasted but also let no message waste your customer’s time. Engagement is an exercise in listening and serving, not selling.

One of the lasting effects of the pandemic is that customers are embedded in their lives, not our brands.  That means the last marketing mile matters: The local network of SMBs and service providers associated with your brand creates a base of deeply engaged influencers, who can work on your behalf. All marketing is going local in COVID’s wake. 

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Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

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