MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021

Marketing experts shared their predictions for CMOs to succeed in 2021, including taking a long-term approach, leveraging macro-economic data, connecting with customers to gain their trust, and fostering a human connection. Brands should also have clearly identified market positioning, demonstrate empathy, emulate B2C marketing, and be agile when changes occur. Finally, marketers should focus on "less but better" stories, campaigns, and experiences.

Ann Handley suggested marketers refine customer needs, lead with empathy, and avoid delivering a disjointed customer experience. Christopher S. Penn noted the impact of data privacy laws and the loss of third-party cookies. Nancy Harhut recommended understanding human behavior and decision-making shortcuts. Kenda Macdonald pointed out customers are craving personalization. April Dunford encouraged understanding dependencies in the market and being agile. Nick Westergaard discussed brands focusing on customer goals and being more human. Juntae DeLane mentioned LinkedIn's use of stories and live streams. Lee Odden advocated for B2B influencer marketing. Andy Crestodina proposed making full-time offers to influencers. Finally, Jen Smith suggested "less but better" in stories, campaigns, and experiences.

In 2021, CMOs will need to be aware of trends and predictions to succeed. This includes taking a long-term approach, leveraging macro-economic data, connecting with customers, and fostering a human connection. Brands should also understand their market positioning, demonstrate empathy, emulate B2C marketing, and be agile to changes. Finally, marketers should focus on creating better stories, campaigns, and experiences.