MarketingTech 2020 assessment: Covid-19, CMO technique, and compassion


How robust was 2020 for entrepreneurs amid a worldwide pandemic? In some ways, it depended in your business. However navigating Covid-19 was a wrestle for all.

It was okay to not be okay at instances, with the data that 2021 will – all being properly – enhance, and the data of the advertising and marketing finest practices which emerged over 2020. As Scott Brinker put it to this publication in December: “That is annoying, however you’re not alone. Everybody’s in the identical boat, in order that makes it slightly bit simpler to say – that is the state of recent advertising and marketing, let’s simply embrace it.”

With out additional ado, listed here are the highlights from MarketingTech from 2020, as seen by the editorial workforce:


Whereas no one was capable of predict a post-coronavirus world with any diploma of certainty, many entrepreneurs noticed the spring as a chance to reset and recalibrate their processes.

Niki Corridor, CMO of Selligent, wrote in April of her key digital advertising and marketing methods for redefining and redeployment. These included utilizing omnichannel advantageously, test-driving inbound advertising and marketing for a surge in on-line visitors, and redefining enterprise objectives. What do clients need now and what do they should hear? Can your model fulfil that want?

This theme of rethinking and rebuilding was echoed by Brandwatch in a chunk from October. The corporate understandably noticed important uptick in enquiries for its disaster monitoring expertise, and thru a bespoke useful resource centre, firms have been capable of make educated choices round their positioning.

Writing in June, Daniel Andrews, CEO of company the tree, famous examples of manufacturers who have been capable of pivot shortly. Nike launched a complete PPE (private protecting gear) vary, whereas American Airways and EasyJet have been praised for not ‘ramming gross sales down the throats of their audiences, however ‘guaranteeing’ they’d be entrance of thoughts when the journey ban [was] lifted.’

Having the correct tradition in place was an actual benefit. “Although many companies have invested quite a lot of time in tradition for the reason that lockdown started, the profit you get from this unsurpisingly pales compared to the profit that got here from investing in tradition over an extended interval earlier than the disaster,” added Andrews. “Put merely, companies with sturdy cultures have extra belief, higher collaboration, and better ranges of motivation: important at a time like this.”

Sustainability, empathy, and mindfulness

As could be seen in sister publication CloudTech’s 2020 assessment, one aspect which got here via as Covid-19 raged was that of extra sustainable and aware advertising and marketing. This has already been explored via the consideration of Gen Z’s values within the office, however exacerbated right here.

In September Matt Williams, chief artistic officer at Kindle Communications, famous this very level. Even earlier than the pandemic, the main target of sustainable experiential advertising and marketing was shifting in the direction of activism. However now, in case you haven’t obtained each eyes on a inexperienced future – Salesforce as an example launching Quest, a sustainability-related expertise sport, for Dreamforce – you then’ll miss out. Once more, resetting was cited.

On the very starting of 2020 Ionna Stagia of Teads famous analysis from the sweetness business which confirmed shoppers needed much more motion on eco and moral points. “Manufacturers who put sustainability on the core of their efforts and talk this truthfully and transparently will likely be properly positioned to take benefit,” wrote Stagia. “In different phrases, magnificence firms’ phrases and actions should be greater than pores and skin deep.”

Trying ahead, Joel Davis, CEO of social advert tech agency Mighty Social, famous the necessity for aware advertising and marketing in 2021. “Conscious advertising and marketing could sound like a mixture of Buddhism and Seth Godin, and to a sure extent it’s, however it isn’t a fleeting development,” he wrote in November. “If the pandemic has taught us something, it’s that we have to reset our attitudes and mindsets to how we need to dwell.”

MarketingTech’s finest interviews of 2020

Anna Griffin, chief advertising and marketing officer, Smartsheet

In April, Griffin instructed MarketingTech concerning the tenets she believes to be very important in the direction of making an excellent marketer. Having the correct emotional quotient (EQ) is essential, in addition to being ‘chief knitting officer’ – with the ability to weave the totally different product strains and storylines – however above all, she acknowledged, was curiosity.

“My technology got here of age working in that hierarchy, the silos, the top-down. We now not dwell on this work assemble the place any person cornered the market on good concepts. The agile mentality of permitting advertising and marketing to play with product from the get-go is such a present that we didn’t have. Simply be curious, ask questions, join the dots, as a result of that’s what’s going to make you a greater marketer.”

Aimee Stone Munsell, chief advertising and marketing officer, Contentsquare

A month later, Stone Munsell spoke to MarketingTech across the alternatives she had in working in varied sectors, studying new insights about advertising and marketing every step of the way in which. Stone Munsell added there was worth in ‘lateral strikes’ and echoed Griffin in taking alternatives to affect your organisation – wherever you might be within the chain.

“I see lots of people involved at each degree about titles, and never concerning the management and the accomplishment of driving tasks. It doesn’t matter what degree you’re at or what the formal hierarchy is, it’s recognising the place there’s a chance and a necessity within the enterprise, and proactively stepping as much as volunteer to assist drive that or contribute to that undertaking.”

Scott Brinker, VP platform ecosystem, HubSpot,

In December, Brinker spoke to MarketingTech about his imaginative and prescient for martech and net experiences of the close to future. He emphasised his perception that AI was not going to take away the job of the marketer, partly right down to a shift from what he calls ‘massive information to massive ops’.

“It’s not nearly amassing information and retaining it in some information lake, it’s about all these apps, and workflows, and processes, automations, and machine studying algorithms that are actually working in parallel. How will we handle throughout all these totally different instruments and ensure they’re properly ruled and synchronised, and that we’re not getting misaligned?”

John Mellor, chief technique officer, Domo

The identical month noticed John Mellor sit down with MarketingTech to debate all issues technique. Whereas technique at his earlier employer, Adobe, was primarily right down to acquisition, for Domo, a cloud BI platform supplier, it’s about discovering the correct viewers with the correct provide, and making it repeatable.

Therefore the lifetime of a B2B marketer, juggling so many plates.

“With B2C [marketing], typically you may have an actual one-hit marvel and do a Superbowl business and voila, you’ve created a ton of demand, your servers soften, and also you promote a bunch of product. B2B doesn’t actually work that approach. It’s an orchestra between the product, the gross sales workforce, the customer support workforce, and the advertising and marketing workforce.”

Photograph by Kelly Sikkema on Unsplash

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