In times of challenge, many people instinctually think short-term. Digital B2B marketers, however, would argue that approach is a mistake, especially in a time of crisis.

With an eye on staggered re-opening plans, social unrest, and economic impact at the individual level, brands now face more than the typical considerations, like season and past shopping behavior.

Social listening provides a unique way to look beyond obvious consumer needs by exploring shifts in topics, tone, and sentiment.