B2B Marketing Technology in 2021: 5 Key Focuses


If the 1982 film Blade Runner and its dystopian depiction of what the world would appear like in 2019 had been correct, that is what we’d have been dwelling via final yr:

by way of GIPHY

For sure, our predictions of society’s future state, and know-how’s long-term evolution, will not be all the time on the cash. Whereas sure elements of Blade Runner’s imaginative and prescient may’ve been frighteningly correct, Los Angeles will not be but inhabited by flying automobiles or large video commercials projected onto the whole lot of skyscrapers.

With that mentioned, at this time’s entrepreneurs can way more simply stay up for 2021 — all of the sudden just a few quick months away — and make educated guesses about what the yr will maintain. Lots of the advertising applied sciences that may remodel enterprise and drive methods are already on the rise, if not gaining mainstream traction.

Martech 2021: 5 Developments to for B2B Entrepreneurs to Watch

Companies and advertising departments could be dealing with spending restrictions and price range cuts amidst the turmoil of 2020, however advertising know-how will not be an space that’s broadly being affected. Quite the opposite, actually: The most recent Pulse Survey from ClickZ discovered that advertising know-how price range shares rose from 32% to 42% between Might and late July.

The place are organizations investing, and which applied sciences will rule the roost within the coming yr? Listed here are 5 evidenced tendencies I’ll be following:

1 — Content material experiences are on the forefront

In ClickZ’s analysis, that is the class that was main advertising know-how’s progress right here in 2020.

“Individuals being indoors and searching for new methods to teach themselves concerning the present local weather and shopper content material can safely be thought-about as one of many causes companies are tirelessly seeking to improve their goal audiences’ expertise,” wrote Kamaljeet Kalsi.

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This isn’t such a novel idea — TopRank Advertising and marketing CEO Lee Odden was amongst these preaching experiences as the way forward for content material advertising a few years in the past — however know-how is regularly bettering our capacity to ship content material in methods which are extra interactive, immersive, and impactful.

I believe again to final week’s weblog submit on storytelling, and Joseph Gordon-Levitt’s assertion that video video games provide probably the most promise on this entrance. Expertise will proceed to convey extra capabilities to the desk when it comes to gamification, interactivity, and innovation.

Making content material shoppers really feel like contributors slightly than onlookers holds the important thing to heightened engagement.

2 — Facilitating a socially distant world

Will there be in-person occasions in 2021? It’s doable however doesn’t really feel very doubtless proper now — definitely not on the scale of annual conferences and summits we’ve come to like. As manufacturers hold working to construct relationships with prospects and prospects from a distance, know-how might want to do a lot of the heavy lifting.

We’ve already seen some nice new instruments and capabilities come up this yr when it comes to teleconferencing, live-streaming, and digital occasions. What else may emerge, with a litany of tech corporations now centering their focuses on what has all of the sudden turn into a ubiquitous want?

In a method, this improvement helps to degree the enjoying discipline for smaller companies. Whereas it will not be possible for a startup gross sales enablement store to arrange an enormous gathering like Dreamforce, bringing folks collectively via interactive digital occasions is a unique story. In reality, this format can truly make it simpler to observe up, convert, and attribute outcomes concretely.

It’s not nearly know-how that helps have interaction prospects from afar. It’s additionally about know-how that helps entrepreneurs collaborate and work collectively in distributed settings. And adopting these instruments will profit corporations and companies long-term, as a result of the distant work pattern was already on the rise lengthy earlier than COVID struck.

In 2021, entrepreneurs will really equip themselves for the way forward for work. We’re already effectively on our method; in response to a current survey, “corporations reported that responding to the brand new circumstances of the pandemic accelerated their digital communications technique by 6 years on common.”

“As manufacturers hold working to construct relationships with prospects and prospects from a distance, know-how might want to do a lot of the heavy lifting.” — Nick Nelson @NickNelsonMN Click on To Tweet

3 — Information privateness and cybersecurity acquire urgency

Information exploitation grew to become an enormous story after the 2016 election, and I remorse to tell you it’s more likely to bubble up once more this fall. Even exterior of that, cybersecurity has been a rising concern for a few years and turns into all of the extra pertinent as buyer information is more and more decentralized and cloud-based.

Whereas these issues have usually fallen below the purview of IT up to now, advertising must have a seat on the desk and a voice within the dialogue. Sending a convincing message that it’s protected to do enterprise together with your model — delicate information received’t be shared, misplaced, stolen, or misused — and backing it up is important to constructing belief within the new world of enterprise.

4 — Simplicity and synchronicity are very important 

In its newest advertising know-how panorama visualization, Chief Martech charted some 8,000 totally different options within the wild. Eight thousand!

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The great thing about this huge panorama is that advertising applied sciences now exist to deal with virtually any want conceivable. The draw back, in fact, is that the sheer quantity and vary of choices can really feel fully overwhelming. The stability between not sufficient martech and an excessive amount of martech is a fragile one.

Within the close to future, streamlining can be the secret. How are you going to carve down your tech stack to the true necessities? Which options can cowl a number of wants in your group? How are you going to solicit a steady suggestions loop so customers are in a position to brazenly talk when a instrument isn’t working for them, and motion is taken quickly?

Discovering the solutions to those questions will assist advertising organizations discover higher effectivity and effectiveness with martech in 2021.

“The stability between not sufficient martech and an excessive amount of martech is a fragile one.” — Nick Nelson @NickNelsonMN Click on To Tweet

5 — Synthetic intelligence retains rising and embedding

The thrill round advertising know-how appears to differ from month to month, with a brand new class or area of interest getting into after which exiting the highlight. One which by no means appears to lose its luster, nonetheless, is AI. It is because the know-how is highly effective and endlessly relevant.

We already see AI being broadly leveraged in trendy advertising methods — chatbots, predictive analytics, deep studying, and so forth. — however the potential stays a lot higher, and I imagine we’ll proceed to see it realized within the coming yr. One threadline I’ll be protecting an in depth eye on is formative AI, cited as a pattern driving Gartner’s hype cycle of rising applied sciences in 2020.

“Formative AI is a sort of AI able to dynamically altering to reply to a state of affairs,” in response to Gartner. “There are a number of sorts, starting from AI that may dynamically adapt over time to applied sciences that may generate novel fashions to unravel particular issues.”

How may formative AI come into play for advertising so as to drive extra customized and memorable B2B advertising experiences? Go forward and dream on it. That’s what separates us from the machines, in spite of everything. (Or not less than one of many variations contemplated by Blade Runner and its supply materials.)

Advertising and marketing Expertise Will At all times Have Its Place

This chaotic yr of 2020 has served to bolster the immense worth of know-how in my day-to-day. With out having quick access to talk apps, video-conferencing platforms, shared paperwork, and different digital instruments, a day within the lifetime of a content material marketer throughout the pandemic could be far tougher and inefficient. As a substitute, I’m principally in a position to do my job seamlessly with out a lot disruption, aside from the shortage of seeing my coworkers’ faces IRL.

I do miss that very a lot, and for all of the speak about applied sciences to look at in 2021, I’m most longing for a return to semi-normal human interplay and bodily proximity. Up till then, and after, martech will assist us proceed to maintain audiences (and ourselves) educated, entertained, engaged and related via the digital house.

I don’t find out about flying automobiles or skyscraper billboards, however I can say with confidence that the way forward for advertising and its applied sciences goes to look much more like 2020 than any years previous.

For extra perception into what the subsequent yr might maintain, click on over to our submit from Lane Ellis on Eight Issues B2B Entrepreneurs Want To Know About Reddit in 2021.


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