Predictions Report

Predictions 2021: B2B Marketing

October 26th, 2020
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Miriam ElKorchi

Summary

The COVID-19 pandemic has accelerated the digital destinies of both business buyers and business marketers. As B2B marketing leaders wrap up 2020, they must also look ahead to 2021 to enable the correct strategic pivots and prepare to adopt and optimize new tactics. Marketers must quickly adopt new technologies like artificial intelligence, virtual assistants, and digital events platforms as buyers shift their engagement preferences to digital channels rather than rely on remote sellers. In this report, we explore Forrester’s predictions for B2B marketing in 2021.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.