We live in an unprecedented time. The consequences of the pandemic have halted all aspects of the world economy for a while and created a different new normality. This has strongly influenced marketing approaches in the B2B segment, where in the past marketing was based on one of the more traditional marketing communication tools, such as events and trade fairs. Unfortunately, many of the major business events have been cancelled for 2020. What can B2B companies do and how can they overcome these challenges?