The first episode of our new podcast series, 'Inside B2B' sponsored by The Marketing Practice, investigates how B2B marketers are reacting to the sudden and severe changes brought upon their markets by the coronavirus crisis. In this episode, the panel - featuring ServiceNow's vice-president of marketing for EMEA Rhiannon Prothero, OpenJaw Technologies CMO Colin Lewis and The Marketing Practice CMO and CDO David van Schaick - debate: • How B2B brands have had to adapt immediately to 'forced digital transformation' • Why getting paid is as important to B2B marketers as creating demand • How B2B brands can treat their customers as a community, and offer added value to help them through tough times • Why not all B2B brands are reverting to 'survival mode' • Whether new perspectives created by the crisis will lead to fundamental changes in the view of B2B success and a brand's 'footprint of good'.