Emerging-Growth Marketing: Planning Assumptions, 2021

The current global pandemic and accompanying economic upheaval have forced B2B marketing leaders to evaluate and adjust their marketing activities and how they measure success, but the long-term vision should not change. As they begin to plan for 2021, marketing leaders at emerging-growth companies — those with less than $100 million in annual revenue, rapid year-over-year growth, and limited organizational resources — must strike a balance between investing for the future and adapting to issues affecting current revenue. This report identifies five trends that will affect the priorities of marketing leaders at emerging companies in 2021.