With a new year on the horizon, B2B organizations are taking the lessons they learned from 2020 and looking to future-proof their strategies for 2021. From marketing, sales, demand gen, lead nurturing, ABM and more, marketers must be ready for whatever will shake up the market in 2021, and avoid the pitfalls from this year.
"I don't care about brand. I care about revenue." We've all heard some variation of this countless times.
One of the most pervasive and value-destroying misconceptions held by many business leaders is their belief that brand only — or mostly — matters for consumer products.
With the pandemic canceling in-person events, companies have turned to virtual engagement methods to reach their target audiences remotely. While email marketing has always been a top channel to reach buyers and customers, it has become even more important in 2020.