What's Ahead for B2B Marketing in 2021: Four Areas to Focus On

2020 was a year of adapting goals, experimenting with tactics, and adjusting messaging to account for the new world. B2B marketers used humanizing tones, virtual events, thought leadership on social media, and digitalization. 2021 will bring an acceleration of the same trends, and emphasize using digital tools to build strong customer relationships that prioritize long-term success.

Adaptability is key. When crafting a marketing strategy, prioritize flexibility in messages and tactics. People will be most receptive to sensitive and empathetic tones. To further relationships, humanize each message and action. Virtual events should also be personalized to be interactive and impactful.

Digital ads were up 22.6% in 2020, and that number will continue to increase. SEO, paid SEM, social media campaigns, and native digital advertising will be the most important. Additionally, LinkedIn will be a powerful platform for B2B marketers, as video content will captivate potential customers and build brand awareness.