What's Ahead for B2B Marketing in 2021: Four Areas to Focus On
Throughout 2020, B2B marketers were forced to adapt: shifting their goals, experimenting with new tactics, managing expectations, and adjusting messaging to account for the fragile state of the world.
Many turned to more humanizing tones, enhanced virtual events and webinars, better thought leadership on social media, and, of course, increased digitalization.
So where do we go from here?
In 2021, anticipate an acceleration of the same trends that emerged at the end of 2020, as well as an increased focus on using digital tools to build strong relationships between companies and their customers that prioritize long-term success and growth—even in the face of uncertainty.
1. Adapted Messaging
One of the biggest lessons we can take away from 2020 is that adaptability is critical. We know things can change at the drop of a hat: why not be ready to roll with the punches?
When you consider your B2B marketing strategy for 2021, prioritize flexibility in your messages and tactics. People will be most receptive to sensitive and empathetic tones, even when considering business and sales partners. To avoid coming off as dismissive or insensitive, marketers must be attuned to the challenges that individuals and businesses may continue to face.