Since we’re now in the futuristic-sounding year of 2020, we wanted to make some predictions of what we expect to happen in the world of B2B marketing.  In working with B2B tech companies of varying sizes, we have seen certain trends in how marketing is evolving. Here’s part 2, discussing the second half of 8 predictions we think will happen in the new year.

Our Predictions:

• Marketers will start removing tools from their stack that are not able to demonstrate value. Many will recover from shiny object syndrome and start looking for ways to simplify their operations and that means some tech will have to go.
• Companies will actually get serious about data quality across systems. Marketers are tired of everyone presenting different numbers and spending hours fixing data. Many will make it a strategic priority to fix their data and integration issues in 2020.
• Companies still misusing contact data will stop or pay the consequences. People are getting smarter about how companies source and use their data. In 2020, with customer experience becoming such a key differentiator, B2B marketers will have to take this seriously or risk damaging their brand and bottom line.
• The pendulum will shift back a little from marketing being overly data-driven. In the last several years we saw the (much needed) gold rush towards data-driven marketing but companies will start to reintroduce initiatives and programs that are not as easily tied to pipeline and revenue.

In case you missed it, check out part 1!