150+ Marketers Share Their Marketing Predictions for 2021- Part 15



2020 was a tough year, we all hope that 2021 will be better. 

As 2021 begins this is a good time to reflect on what we learned so far and how the future might look like. 

In this comprehensive roundup from 162 marketers you’ll find diverse perspectives from a wide range of marketing professionals, founders, and CMOs. The predictions are sorted by categories to make them easier to browse. 

You’ll notice that a few clear patterns emerge across categories, a number of themes repeat like video marketing, Clubhouse, community, regulation, customer experience, data, and work-from-home.

Happy learning from the collective wisdom.

 

Product Marketing

 

Cindy Berman

Cindy does Product Marketing at Productboard, her role is very comprehensive where her responsibilities include growth (website and in-app) and core product marketing for all products. She leads all product launches for the company, works on pricing and packaging, ecosystem and APIs marketing, market research, messaging and positioning, product enablement, and product and partner campaigns.

Productboard is a leading product management system, helping product teams at B2B and B2C customers (from SMBs to Fortune 500 companies) get the right products to market. Over 3,000 modern, customer-driven companies – like Zendesk, UiPath, Avast, and Microsoft – use Productboard to help understand what users need, prioritize what to build next, and rally everyone around the roadmap. 

“Product marketing is a highly cross-functional role that works closely with product managers, marketing, sales, customer success, business development, design, and even engineering. With the increase in distributed teams and the continuation of remote work or hybrid models with COVID-19, the need for effective and closer virtual collaboration continues to grow. In 2021, product marketers will continue to use more collaborative tools to effectively and frequently partner with stakeholders.  

For example, product marketers will use dedicated product management systems, like Productboard, to stay in sync with product management teams. They’ll be able to capture and analyze customer feedback, see and influence an updated and dynamic roadmap, prepare for product launches, and capture and analyze win-loss notes and competitive analysis all in one system. When working with design teams, product marketers will asynchronously use tools like Figma and Miro more frequently. They no longer need to use outdated tools not up to the job or schedule another in-person meeting. 

And what good is collaboration without effective communication? The key to a successful product marketing and product management partnership is effective communication, which often involves many weekly meetings, including weekly product launch meetings. By using tools, including Vowel, a video conferencing tool that makes meetings better, product marketers can ensure nothing misses the mark during a time of growing stress and lean teams. Product marketers will improve the quality of their meetings and cross-functional communication with tools like Vowel. As Vowel transcribes and can share each meeting, product marketers will have improved product launch brainstorming and planning.

Furthermore, as product marketing and the importance of the role continues to grow, CEOs have increasingly hired Chief Marketing Officers and VPs or Heads of Marketing with more product marketing experience. This trend will continue in 2021, following such leaders as Jamie Domenici, CMO of LogMein, Keith Messick, SVP of Marketing at LaunchDarkly, Giancarlo “GI” Lionetti, CMO at Confluent, and Matt Epstein, CMO at Rippling.”

Follow Cindy on Twitter @cingirl30 and on Linkedin Cindy Berman

 

Abby Barsky

Abby is Head of Marketing at Cord. Cord is a there-when-you-need-it Chrome extension that adds the ability to collaborate inside the software where we actually do the work, whether that’s an analytics dashboard, email campaign, or CRM. Marketers will wish all tools were built this way in the first place. 

“Marketers will continue to work deeply in other functions’ SaaS tools to collaborate: Giving feedback on designs in Figma, creating bug reports in GitHub, participating in product roadmap sessions with Miro boards, and more. 

Because of this, we will see a rise in horizontal collaboration. We’ll keep using all of our favorite tools, but no longer in isolation. We’ll see SaaS collaboration tools that help us stay focused and calm with an easy-to-use, single inbox. They’ll also add best-in-class commenting, mentioning, and annotating, similar to what Figma and Google Docs have now, but across the dozens of other SaaS we use everyday.”

Follow Abby on Twitter @abbybarsky and on Linkedin Abby Barsky

 

Shannon Howard

Shannon is a Growth Product Manager at The Predictive Index.The Predictive Index helps businesses make better hires, improve company culture, and boost employee engagement. They target businesses with 50-1,000 employees that are struggling with low engagement and high turnover. 

“With COVID still looming and economic uncertainty, marketing teams are going to be heavily focused on customer marketing and retention. 

We’ve long known that the cost to upsell or cross-sell an existing customer is less than the cost to acquire a new customer, but 2021 will be the year we start to think more seriously about engagement and retention strategies.”

Follow Shannon on Linkedin Shannon Howard

 

Nicholas Walsh

Nicholas is Chief Marketing Officer at Range. Range makes software that helps teams work better together. Managers and teams at companies like Twitter, Medium, and Mozilla use Range to stay more connected, focused, and productive.

“Everyone will need to be a (quality) publishing empire. While the old adage of “content is king” was embraced long ago by the B2C world, B2B adopted this mantra in a major way in the last five years, and B2B brands with outstanding content teams and voices will increasingly separate themselves from the pack. Quality will increase. Content agencies with the right mix of insights, editorial, and engaging writing will be able to charge bigger premiums.

Marketers will get better at turning their audiences into their marketing team. They’ll develop better ways to ask their audiences what they want, then demonstrate they’re listening, and establish a dialog that serves to recruit those same audiences to be active participants in marketing the product and shaping the narrative beyond just word of mouth. 

Better remote teamwork processes and apps (like Range) will connect marketing and engineering teams in ways that lead to much better work, no matter where teams are working. Silos between creative, marketing, and engineering will break down even more, giving rise to better engineering-as-marketing experiences, and helping drive product-led growth.”

Follow Nicholas and Range on Twitter @RangeDotCo and on Linkedin Nicholas Walsh

 

Originally published at AllFactors.com on January 28, 2021.

*Image by Hannes Edinger from Pixabay 

 

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