What's on the horizon in 2021?
There’s no doubt that 2020 was a year of transformation for sales and marketing in B2B. But was it as challenging as some reports might suggest?
With the pandemic forcing a change in strategy, marketers and salespeople did what they do best - adapted. What emerging trends have our respondents identified?
Contrary to many a headline, email is not dead. In fact, it’s very much alive and well, coming out as the top lead generation tool from both sales and marketing.
That begs the question: are traditional channels the ones becoming extinct? Not just yet, but we can certainly see the growth of online over traditional lead generation channels.
However, although online channels have seen significant growth over the past year, this brought with it a huge challenge: data quality. Sourcing quality data has become a huge issue that B2B organizations need to consider in 2021. We anticipate that quality, rather than quantity, will become the number one driver for data-based lead generation over the next 12 months.