Tech and SaaS marketing — key changes

Tech and B2B purchasing changed a lot in the last year…

…but many B2B company sales and marketing processes did not. Marketing and sales still tend to circle around the priorities of the seller, not those of the buyer.

I believe the following to be our biggest challenges in 2021.

The Marketing Mix Implosion

Yes, 2020 was one for the record books. One outcome for tech and B2B was the implosion of the marketing mix. Here’s what happened:

Disappearance of face-to-face. Trade shows, conferences, seminars, hugs and chugs and all the rest vanished…just like that. No matter how diligently we use content, CRM and marketing automation, face-to-face was always the grease that kept the axles turning.