Home Digital Marketing B2B Advertising Know-how in 2021: 5 Key Focuses

B2B Advertising Know-how in 2021: 5 Key Focuses


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


Evidently, our predictions of society’s future state, and expertise’s long-term evolution, usually are not at all times on the cash. Whereas sure points of Blade Runner’s imaginative and prescient may’ve been frighteningly correct, Los Angeles isn’t but inhabited by flying vehicles or big video commercials projected onto the whole thing of skyscrapers.

With that stated, at this time’s entrepreneurs can rather more simply stay up for 2021 — immediately only some brief months away — and make educated guesses about what the yr will maintain. Most 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 Traits to for B2B Entrepreneurs to Watch

Companies and advertising departments is perhaps going through spending restrictions and price range cuts amidst the turmoil of 2020, however advertising expertise isn’t an space that’s extensively being affected. Quite the opposite, in actual fact: The newest Pulse Survey from ClickZ discovered that advertising expertise price range shares rose from 32% to 42% between Could 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 expertise’s development right here in 2020.

“Folks being indoors and on the lookout for new methods to coach themselves in regards to the present local weather and client content material can safely be thought of as one of many causes companies are tirelessly seeking to improve their goal audiences’ expertise,” wrote Kamaljeet Kalsi.

ClickZ Image


This isn’t such a novel idea — TopRank Advertising CEO Lee Odden was amongst these preaching experiences as the future of content marketing many years ago — however expertise is frequently enhancing our capacity to ship content material in methods which are extra interactive, immersive, and impactful.

I believe again to last week’s blog post on storytelling, and Joseph Gordon-Levitt’s assertion that video video games supply probably the most promise on this entrance. Know-how 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 probably proper now — definitely not on the scale of annual conferences and summits we’ve come to like. As manufacturers maintain working to construct relationships with prospects and prospects from a distance, expertise 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 firms now centering their focuses on what has immediately develop into a ubiquitous want?

In a means, this growth helps to degree the taking part in subject for smaller companies. Whereas it might not be possible for a startup gross sales enablement store to arrange an enormous gathering like Dreamforce, bringing individuals collectively by interactive digital occasions is a unique story. The truth is, this format can truly make it simpler to comply with up, convert, and attribute outcomes concretely.

It’s not nearly expertise that helps have interaction prospects from afar. It’s additionally about expertise that helps entrepreneurs collaborate and work collectively in distributed settings. And adopting these instruments will profit firms and companies long-term, as a result of the remote work trend 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 means; according to a recent survey, “firms reported that responding to the brand new circumstances of the pandemic accelerated their digital communications technique by 6 years on common.”

“As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.” — Nick Nelson @NickNelsonMN Click To Tweet

3 — Knowledge privateness and cybersecurity achieve urgency

Knowledge exploitation became a huge story after the 2016 election, and I remorse to tell you it’s prone 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 typically fallen below the purview of IT prior to now, advertising must have a seat on the desk and a voice within the dialogue. Sending a convincing message that it’s secure to do enterprise together with your model — delicate information gained’t be shared, misplaced, stolen, or misused — and backing it up is essential to building trust in the new world of business.

4 — Simplicity and synchronicity are very important 

In its newest marketing technology landscape visualization, Chief Martech charted some 8,000 totally different options within the wild. Eight thousand!

ChiefMartec Image

The great thing about this huge panorama is that advertising applied sciences now exist to handle virtually any want possible. The draw back, after all, is that the sheer quantity and vary of choices can really feel utterly overwhelming. The steadiness between not sufficient martech and an excessive amount of martech is a fragile one.

Within the close to future, streamlining shall 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 on your crew? How are you going to solicit a steady suggestions loop so customers are in a position to overtly talk when a software isn’t working for them, and motion is taken quickly?

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

“The balance between not enough martech and too much martech is a delicate one.” — Nick Nelson @NickNelsonMN Click To Tweet

5 — Synthetic intelligence retains rising and embedding

The excitement round advertising expertise appears to fluctuate 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’s because the expertise is highly effective and endlessly relevant.

We already see AI being extensively leveraged in fashionable advertising methods — chatbots, predictive analytics, deep studying, and many others. — however the potential stays a lot larger, and I consider 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 development driving Gartner’s hype cycle of emerging technologies in 2020.

“Formative AI is a sort of AI able to dynamically altering to reply to a scenario,” in line with Gartner. “There are a selection of varieties, 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 in an effort to drive extra personalised and memorable B2B advertising experiences? Go forward and dream on it. That’s what separates us from the machines, in any case. (Or at the very least one of many variations contemplated by Blade Runner and its source material.)

Advertising Know-how Will All the time Have Its Place

This chaotic yr of 2020 has served to bolster the immense worth of expertise in my day-to-day. With out having quick access to talk apps, video-conferencing platforms, shared paperwork, and different digital instruments, a day in the life of a content marketer during 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 discuss applied sciences to observe in 2021, I’m most eager 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 by the digital area.

I don’t learn about flying vehicles 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 following yr could maintain, click on over to our publish from Lane Ellis on 8 Things B2B Marketers Need To Know About Reddit in 2021.