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.
Three Opportunities B2B Marketers Must Seize During 2021 Planning
Don't worry ... it's FREE!
Explore these insights on why marketers, especially those in tech, should rethink their automation strategies. Understand the cultural shifts needed to enhance ROI and customer relationships. Dive into the full discussion.
Do marketers think their companies will face more competition in 2024 compared with 2023? To find out, researchers conducted a survey of 507 marketing professionals in the United States.
What makes top B2B marketers successful? Recent research unveils what differentiates top performers. Dive deeper.
Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.
The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.
The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...