Three Opportunities B2B Marketers Must Seize During 2021 Planning

2020 has been a year of challenges that has also set the stage for much-needed improvements in the B2B marketing landscape. As companies plan for 2021, three mission-critical concepts should be included. First, the B2B-B2C divide has vanished, and marketers need to apply human-level insights in understanding the complexities of their audiences, who are now blending their personal and professional lives. Second, predictive marketing should be embraced to make better decisions about communication and service. Finally, mobile should be treated as the foundational platform it is, as it is now the ultimate identifier for bridging the gaps between personal and professional profiles.

The expectations of today’s consumers and business customers for personalized experiences have been heightened. Marketers need to understand that people no longer separate their personal and professional lives, and they should be ready with data to create an effective customer journey.

The pandemic has highlighted the need for many changes in the B2B marketing landscape, and this year has set the stage for much-needed improvements. As companies plan for 2021, they should include these three mission-critical concepts to build a strong customer journey.