Marketing technology advanced remarkably throughout 2020.
Not only has the underlying technology become more sophisticated, but B2B leaders are more comfortable handling buying decisions over digital channels. This expands marketers’ opportunities to use the right technology to reach their customers and track performance.
Let’s take a closer look at what it means for 2021.
The Upside of Having the Latest Technology
Marketing technology accelerates your ability to plan campaigns, execute them, and use lessons learned to refine future efforts. In addition to this “iterative” mode, the right technology serves a compounding function by making your marketing team more productive and allowing you to do more with less.
The Risk of Not Having the Latest Technology at Your Disposal
Improvements in individual productivity and campaign impact may be enough on their own to embrace the value of marketing technology, but it’s also crucial to understand the competitive landscape. Adopting a new platform early, before it is de rigeur, is the best way to yield immediate advantages from any innovation.
The Top 5 Marketing Technology Trends
1. Integrated Marketing Technology Stack
Marketing automation, Customer Relationship Management, and email marketing are the pillars of the martech stack. In 2021 and beyond, these three will increasingly merge into unified solutions that share data seamlessly.
2. Full-Cycle Reporting for ROI Measurement
Marketing attribution allows industrial firms to save money by pinpointing ROI from dollars spent. Analytics solutions are advancing to enable attribution over the entire ecosystem of mobile devices a customer might utilize.
3. Personalized Customer Experiences
Privacy and personalization are competing demands most customers increasingly expect to go hand-in-hand. As a result, enterprises will need to strike the right balance in collecting and operationalizing data while respecting privacy.
4. Post-Cookie Preparation
With the coming exile of the traditional tracking cookie from Google Chrome and the Chromium browser ecosystem, marketers need to explore their technology options for the post-cookie future before they are gone in 2022.
5. Video for Sales and Marketing
Video will continue to account for an ever-larger proportion of all internet traffic as 2021 wears on. As a result, businesses must prepare to have a streamlined, reliable pipeline of high-quality video marketing content at the ready soon.
Trust the experts to help select, implement, and use the right tools effectively. AIMG’s unparalleled expertise in B2B marketing automation positions our clients to succeed in a fast-changing world.
To discover more or begin, contact us today.