2020 Marketing Predictions – Part 2

By Lisa Sharapata On Jan 29, 2020

They say that as long as you’re keeping a pulse on the latest and greatest Marketing trends, you won’t fall behind. But, even that can be a job in and of itself. Luckily, the 6sense team has made it easy for you.

If you missed the first half of our top trends of 2020, be sure to go back and read part 1. If you’re up to speed, here are five of the trends our team sees leading the Marketing industry in 2020:

1. A New Level Of Prospect Personalization

When you talk about personalization, it’s no longer just the things you can find out about the person online or something you uncover in one of the first meetings. Field Marketing and Salespeople have to really know the business so they can personalize every prospect’s experience with relevant information that provides value to their unique situation.

In 2020, revenue teams will join forces and come armed with real insight about their buyers so they can create a personalized experience from the very first touchpoint.

– Lisa Sharapata, VP Demand Gen and Content Strategy

2. No More Forms

As marketers, we spend tons of time creating killer content — everything from ebooks to whitepapers — then gate that content hoping we’ll persuade credible leads to reveal themselves by filling out our forms. But, they don’t. Modern buyers don’t want to give up their anonymity to find out about your solution, or even just to read your content.

In 2020, marketers will stop gating content as a way to attract “hot” leads (or the ones we think are more likely to close) and use to power of AI to uncover which accounts actually have the highest buying propensity.

– Latane Conant, CMO

3. No More Spam

Spamming buyers with a bunch of irrelevant emails aren’t getting you any business, but it is getting your message sent straight to unsubscribe island! Rather than bombarding buyers with messages, they’re not interested in, marketers will harness the power of intent data to understand what buyers really care about in 2020.

By pairing that with predictive analytics, marketers will uncover what stage those buyers are in so they can ensure emails are providing a valuable message that aligns with the exact timing of their specific buying journey.

– Lisa Sharapata, VP Demand Gen and Content Strategy

4. No More Cold Calls

You got it. No more forms, no more spam, and NO more cold calls. If your Sales team is still making cold calls to prospects, it means you haven’t warmed up the account enough for your Sales team to even stand a chance at being successful.

To avoid this problem in 2020, Marketing and Sales teams will align and use AI and clean data to nurture prospects throughout the phases of the buying journey, all the way from awareness to purchase!

– Michael George, VP Brand and Solutions

5. ABM Is Here to Stay

A couple of years ago, few knew what “ABM” meant. Now, Account-Based Marketing is becoming the way marketing gets done. Forrester predicts that by 2025, the term “ABM” will disappear as account-centric becomes the way most B2B organizations identify, plan, manage, and measure buying and post-sale motions — but ABM is here to stay. Like anything else, it just has to evolve. Those already executing an ABM strategy are simply early adopters.

In 2020, we’ll see revenue teams stop the manual flows and guesswork associated with traditional ABM and engage their buyers with insight-led experiences powered by AI orchestration.

– Latane Conant, CMO

As companies continue to adapt, innovate and evolve, the Marketing space will only get more competitive. At 6sense, we’re always looking ahead for the latest Marketing trends to ensure our customers stay on top. Getting a jump start on tackling these trends will help your team conquer the competition in 2020.