Industry Update: 20.01.2021

Vertical: Internet
Type: B2Both
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Internet, what are we seeing?

The Internet Industry consists of companies that provide a wide variety of products and services primarily online. Operations include, but are not limited to, search engines, retailers, travel services, as well as dial-up and broadband access services.

In general, our internet and web technology customers are seeing significant disruption to consumption patterns. Social distancing has generated a heavy spike in at-home media consumption (and internet usage at large) whilst also driving a variety of new content format and access patterns. Our online retail customers and the supporting tech sector are seeing significant demand spikes, with converse examples such as travel information services coming out as obvious losers.

That said, there are indications from Asia that those countries closer to ending lockdown cycles are seeing very heavy demand for short domestic breaks and short stay business travel, with online clothing retailers also seeing welcome demand.

What do these businesses need to do now?

1. Adjust your business targeting

We’re seeing no change to targeting within this sector.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Networking dinners/drinks & Partner Events


Tradeshows and Exhibitions


Awards Circuit


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Update product and service models to reflect the way that COVID-19 has impacted short and medium term demand.

The major proposition changes we are seeing relate to immediacy so focus on what you can offer in terms of availability and flexibility, considering the skills and expertise that you have available.

Cater for consumer models that have experienced 10 years worth or digital progress in a matter of months. In many cases, historically physical transaction types and services are being conducted online for the first time… tap into that ocean of opportunity, it is huge.

Flexible payment terms are also in demand if you can support this option.

4. Revise your messaging

Revise your messaging to set out how your proposition directly contributes to overcoming their current COVID-19 needs.

Think about the changing internet patterns in Asia to identify future needs.

Speed of service is important right now, as is flexibility, so weave these in to your messaging. Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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