January 2021

The disruption caused by the global pandemic has led to some profound changes in our values, attitudes and behaviours to both our personal and work lives. For B2B marketers, this has accelerated the adoption of some existing trends, such as digital transformation and the increased use of data to understand and respond to changes in buyer behaviour, and embedding new ways of working through a more agile approach to marketing. It also helped to create some interesting new trends which we expect to see gain momentum in B2B marketing in 2021.

Customer centricity at the forefront

Most businesses think they know their customer, but there has been a tendency for businesses to focus on what they want to talk about, rather than what their customers want to know or will find most useful. The disruption of 2020 has certainly shone a light on this. Suddenly people were thinking and behaving differently, both in their personal and work lives, and buying decisions were often put on hold. In a poll conducted at our recent ‘Personas and buyer journey’ online bootcamp, we found that only 10% of attendees felt that their existing personas and buyer journeys were helping them hit their sales targets. In 2021, organisations will be focused on truly understanding what their customers want, their business environments and how they can best support them. Customer centricity therefore needs to be at the very forefront of every marketing decision, campaign and communication. Data and martech have key roles to play in achieving this consistently and at pace.

Being data driven is now fundamental

The need for marketing to be driven by data saw a renewed emphasis due to the chaos of the pandemic and the change in behaviours that followed. Marketers now need to be more data-driven than ever. To do this they first need to get better at capturing data. According to a recent report by IDC and Seagate, 44% of data available to organisations goes uncaptured, and 43% goes unused. Organisations also need to get better and distilling and activating data to turn it into actionable insights for the business. While there is certainly a role here for new AI technologies and machine learning to help make business decisions, most organisations need their marketing teams to get better at harvesting, understanding and gaining insights from data which drive improvements and allow meaningful interactions with the prospect or client.

Location displacement

The pandemic turned how we live and where we traditionally do things on its head. The requirement for us all to stay at home during national lockdowns and to continue working from home if possible, even when restrictions were eased, led to an increased demand for online experiences. These included the rise of virtual events, interactive tools or gadgets that make your prospects’ lives easier (such as this campaign ROI calculator) and personalised social selling that engages at a 1:1 level. This is expected to continue in 2021 and beyond. In response to this, digital marketing not only needs to be front and centre, but ensuring a seamless omni-channel user experience is now a standard expectation in B2B.

Emotional connection

Emotional connection was a big trend in B2C marketing in 2020 as organisations sought to tap into and reflect the emotions that people were experiencing. A study by the B2B Institute at LinkedIn showed that strategies that appeal to emotions are 7x more effective at driving long-term sales, profits and revenue than those just delivering rational messaging. Research conducted by Google also shows that B2B purchasers are almost 50% more likely to buy a product or service when they see personal value (i.e. an opportunity for career advancement or confidence and pride in their choice) and 68% of buyers who see personal value will pay a higher price for a service. B2B marketers need to become increasingly savvy on how to make best use of content and messaging to build an emotional connection with influencers and buyers in 2021. Those who can create campaigns that successfully appeal to people’s emotions will differentiate themselves from the pack.

Curiosity culture

As our approach to marketing at Bright is based on agile principles, we know that experimentation and failure are the start of success. For example, how do you know for sure if an emotion-led or benefit-led message is more effective? You have to test and experiment in order to learn and build. Of course, your data processes and analytics are the key to understanding what is working and what is failing. As more marketing functions adopt agile marketing principles, we expect to see an increase in curiosity and experimentation in B2B marketing campaigns.

Agile is the key

In fact, adopting agile marketing processes is the key to embracing all of these trends effectively. Understanding how to make proper use of data and research to drive decision making is the backbone of agile marketing. Testing different approaches, channels or messages (emotional vs rational) and constantly iterating and improving is another critical element of agile marketing. Agile marketing builds resilience, helping you pivot and adapt to current trends, and ultimately drive better results from your marketing that support your business goals. To find out how you can adopt agile marketing to better manage disruption during this pandemic, get in touch with a Bright expert.

The top B2B tech trends to watch in 2021 

In response to the chaos and disruption caused by COVID, in 2021 we can expect to see technology being used to help us navigate our way out of the pandemic and set us on the path to recovery.  To help you prepare for what’s ahead, we’ve gathered the top B2B tech trends of 2021. 

Is your data agile and adaptive?  

One thing that will remain constant throughout 2021 is change. Businesses that are set to react and adapt quickly to change are more likely to succeed. And with the pace of change driving digital transformation at speed, data also needs to be readily available and up-to-date to keep up. Gartner describe ‘intelligent composable businesses’ as organisations with better access to data, insights and the ability to respond quickly to those insights.  

Data also needs to be adaptive and tuned for machines rather than humans according to Deloitte. As machine learning takes over, older data models and infrastructure designed to support decision-making by humans rather than machines will slow down progress. Organisations need to disrupt the end-to-end data management chain by deploying new technologies and approaches. These include advanced data capture and structuring capabilities, in-depth analytics to identify connections between random data sets and next-generation cloud-based data stores. These all help to support complex modelling. Essentially, the aim is to allow for growing volumes of data to be agile and adaptive, ready for machines which can then be evolved to make real-time and scalable decisions that humans cannot. 

AI or machine learning — place your bet 

Machine learning is set to rapidly take over as the driver of organisational performance due to its ability to discover patterns and anomalies, generate insights, and make intelligent predictions and decisions. However, according to Deloitte, many organisations are suffering from clunky development and deployment processes that slow down experimentation and collaboration amongst product teams, operational staff, and data scientists. The solution for 2021? A combination of engineering and operational discipline to drive business transformation known as machine learning operations – MLOps. MLOps is the application of development operations tools and approaches to industrialise and scale machine learning. This ranges from development and deployment through to ongoing maintenance and management. 

It’s important to recognise though that as machine learning develops, AI will not stand still. Bain predict the next trend in AI as “edge AI” – a network infrastructure which makes it possible for AI algorithms to run on the edge of a network, closer to or on the device collecting the data. With the shift to home working and changes in network traffic, edge AI is set to accelerate due to its ability to preserve bandwidth and increase efficiency by processing information much closer to the devices that require it. This reduces latency issues and accelerates the generation of insights while lowering cloud services usage and connectivity costs and disruption.  

AI engineering is also shifting to incorporate itself within DevOps, rather than sitting as a separate entity, with the aim to increase the value of AI projects and reduce issues of governance, scalability and maintainability. Gartner predict that the operationalisation of AI will allow for more responsibility and accountability when it comes to trust, ethics, fairness, interpretability and compliance.  

Get ready for the inevitable crackdowns 

Big tech crackdowns are springing up everywhere for large companies within the UK and US. It’s not a surprise that governments are therefore ready to implement new acts, code of conducts, legislation and penalties to regulate large tech companies, with the main focus on increasing competition and data privacy (BBC). But it’s not just governments set to strike. As cyberattacks increase and undermine the current approaches to cybersecurity, Gartner recognise that the threat has expanded due to the increase of a remote workforce. In 2021, a cybersecurity mesh that allows the identity of a person or thing to define the security perimeter is paramount.  

Deloitte turn to the growing trend of ‘zero trust’ to implement this mesh – where every access request should be validated based on all available data points, including user identity, device, location, and other variables. Data, applications, workloads, and other resources are treated as individual, manageable units to contain breaches, and access is provided based on the principle of least privilege. Automation and engineering are required to properly implement zero trust security architectures and can help strengthen security posture, simplify security management, improve end-user experience, and enable modern enterprise environments.  

The same goes for data – 2021 is set to be the year for blockchain to take centre stage. According to The Drum, as decentralised finance continues to grow over the next few years, and increased demand for online financial products, it will need to constantly address the balance between decentralisation, security and scalability. Government bodies are incorporating blockchain for their activities, which suggests the regulation surrounding blockchain will become ever more key. With the likes of Google Cloud taking steps to become a network block producer, it won’t be long before blockchain will be the new norm.  

Operate anywhere  

With the increase of home working set to continue into 2021, we’re not going to see the use of collaboration technology diminish anytime soon. Deloitte suggest that as companies further embrace home working approaches, the digital workplace’s deficits can be counteracted by embracing its positive aspects, including the data generated by workers own tools and platforms, and being able to monitor staff productivity. These can help organisations optimise individual and team performance, as well as customise the employee experience with personalisation, enabling remote work to be more productive and cost-effective than traditional offices.  

Gartner agree that an anywhere operations model will remain after the pandemic is over. The “digital first, remote first” model should be the default for business going forward and even physical spaces should be digitally enhanced. Both Gartner and the BBC refer to the contactless check-out system in physical stores as an example for 2021. Doors have also opened to a new remote working market for tech firms to exploit. The BBC expect more packages to be offered by internet service providers and tech firms, as well as enhanced security options, IT support and collaboration software.  

Equality with technology 

With companies embracing, or at the very least introducing diversity, equality, and inclusion (DEI) as one of their business imperatives for 2021, the need for strategies that address bias and inequality are set to grow. Deloitte note that while HR often lead DEI strategies, technology leaders are required to play a critical role in designing, developing, and executing tech-enabled solutions to address increasingly complex DEI challenges. Deloitte expect to see a rise in organisations adopting new tools that incorporate advanced analytics, automation, and AI. These include natural language processing and machine learning, to help inform, deliver, and measure the impact of DEI effectively and reduce bias.  

Keep your finger on the pulse with health tech  

Health tech is set to soar in 2021 and beyond as rapid acceleration of health data collection gives the industry a huge opportunity to utilise emerging digital capabilities. These include AI and Machine Learning to improve treatment and care. We’ve already seen how they were critical in creation of the vaccine, as well as in contact exposure tech, and models to calculate transmission rates. Health care apps are set to dramatically increase in users and health tech start-ups are likely to start popping up in droves. The Drum predict health tech will become instrumental in helping us all manage our personal wellbeing, as well as the quality of work for medical staff, and saving lives. 

In summary…

Whilst technology trends are set to drive continued disruption, they are also key opportunities for businesses. Organisations who can embrace a ‘digital first’ approach will see themselves recover more quickly in 2021 and thrive in the years to come. The same can be said for organisations who are able to respond quickly, build resilience and adapt with pace – in other words those with agility.  

Interested in finding out how agile marketing can increase your ROI and align with your business goals? Book in a virtual cuppa with one of our agile marketing experts – we specialise in working with clients from the IT industry: hello@brightinnovation.co.uk.  

How to effectively articulate complex tech and consulting solutions  

You’re a smart B2B marketer, business leader or industry expert — but do you struggle to write content that entices and engages your target audience, demonstrates the value of your products or services and showcases your expertise? For anyone who wants to become more visible as a thought leader, we’ve gathered writing tips and guidance on how to write engaging B2B blog content that captivates and resonates with your readers.  

Step 1: Build a strong foundation for your content piece 

Before you begin writing, create an organised outline to ensure your argument is clear, concise and impactful. Use the following questions to help you lay out the subject, purpose, format and more:  

• Main subject: Are you discussing a trend or event, or highlighting a challenge or problem that needs a solution?  
• Audience: Who is this for? What information do they already have? What do they need to know? 
• Relevance: How does your content relate to their work, business, goals or interests? Why should they care? How will it benefit them?  
• Story: Is there a story to tell? What happened to who? Where? When? Why? How? 
• Format: Does the subject require classic blog prose or would a list, interview or step-by-step guide format work better? 
• Research: What do you need to learn to write this piece? Can you find any stats on the subject? What can you add to existing research?  
• Impact: What action should the reader take after reading? How will this benefit your business?  

Step 2: Present the value right away 

Next, pull out the value of your content. What is the key information you want your readers to take away from your writing? What is your purpose — to guide, educate or inform? Once you’ve pinpointed why anyone should read your piece, be sure to state the value right in your title to grab attention.  

• Studies show that popular content titles use ‘How to’, and ‘3/5/10 ways to’, ‘why…’. These titles are eye-catching and assure the reader of a quick, easy and informative reading 
• Title format that works: Numbers + verb/adjective + target keyword + rationale + promise 

Examples: 

• 3 reasons why you’re not a high-performing organisation 
• How to hire the best talent and keep them happy and productive  

Step 3: Choose a conversational tone of voice 

Before you begin, find your tone of voice. Despite what your brand guidelines might say, it’s best to write B2B blog content in a friendly, personal way as if you were having a natural conversation with your reader — remember that you’re writing for the web! It’s also important to remember that you can write with a serious tone without sounding too formal or academic. The last thing you want to do is bore or scare your reader away. Keep the following in mind as you write: 

• Talk to the reader directly using ‘you’ and ‘your’  
• Avoid sounding robotic by using with contractions: You’re, we’re, isn’t, aren’t, can’t 
• Explain tricky technical jargon and acronyms whenever possible 
• Stick with the active voice to keep your writing clear and energised

Step 4: Clearly demonstrate your expertise 

No matter your subject, you want to show your readers that you know your stuff and that you understand the challenges they’re facing in their business. As you write, keep the following in mind.  

• Always try to strengthen your statements with an interesting fact or proven stat 
• Use tech or inside-industry phrases and expressions where relevant (but not too many!) 
• Reference or link to your case studies, credentials and client advocates  
• Turn lengthy or complicated paragraphs into bulleted lists and give instructions in a step-by-step numbered list to avoid overwhelming the reader with information 

Step 5: Organise your content for easy reading 

In our digital age, people love to scan and read quickly. Make sure you lay out your content piece in a way that puts key information first and explains your point clearly and efficiently. Here’s how to do just that:  

Introduction (100-150 words approx.) 

Set the scene for your B2B blog content: 

1. Present the issue, problem or lesson to be learnt  
2. Tease how you’ll discuss it or lay out the solution  
3. Explain why it’s important for the reader to learn about this topic — what is the benefit?  

 Main body (400-600 words approx.) 

Lay out the main points to the topic you set up in the introduction: 

1. Present each point with sub-headers that summarise your argument — this is vitally important for keeping those fast readers engaged 
2. Loop back to the introduction in each section, giving context or background information 
3. Remember that each point should contain a “PEE” – Point, Evidence and Explanation. Explain how your offering or solution will help the reader understand recent trends, reach their goals or solve their problem 

 Conclusion (100 words approx.) 

Wrap up your argument with a brief statement that summarises your argument, then end with a strong call to action to prompt your readers to engage further with your brand: 

1. Keep your summary to one line — short and sweet  
2. Highlight the value again by reiterating the benefit to your reader 
3. Hyperlink your call-to-action (CTA) to take the reader to your homepage or solutions 

Step 6: Tell them what to do next 

Now that you’ve taken the time to share knowledge, be explicit about the next step you want them to make to find out more about your brand. Motivate them with an energising call to action:  

• Keep it short, about 5-10 words  
• Start with an action verb, such as ‘get’, ‘find out’, ‘see’ ‘learn’, etc. 
• Be creative and avoid using the dull and old-fashioned ‘click here’ or ‘here’ 
• Give a sense of urgency by using ‘today’ or ‘now’ 
• Make sure it’s relevant to your blog topic and doesn’t feel out of place 

Example: Want to learn more about XXXX? Book a meeting today. 

Becoming a B2B thought leader in your space demands engaging, strong content — but knowing what to write about and how to sell your point isn’t always easy. If you follow these six easy steps, you’ll create B2B blog content that grabs attention, encourages conversation and tells your readers that you’re someone they can turn to for advice and guidance.  For more content tips and tricks, see our insights into writing content for your website, blog and social media pages.  

If you prefer to leave it to the experts, our content team at Bright are here to help you reach your business goals through blog writing. Get in touch today at [email protected]