1. Brands want a single solution for lead management
Many companies are reviewing their MarTech investments and looking to consolidate tools. According to Gordon Savage, brands find a CDP isn’t a real solution if you still need to integrate it all. Mid-market MarTech vendors are ready for the call, offering the solution for lower cost, offsetting the enterprise value model. 

2. Extend your Marketing Automation strategy to fill the gap
Some personal channels we historically used to build customer relationships are no longer viable. So we need to level up our digital efforts to fill the gap. With the right extended Marketing Automation strategy, we have a new friend. Extending the strategy means to deliver messaging that is personal, omnichannel and as close as possible to a live experience.

3. Modern marketers morph into Customer Optimization Experts
In 2021 the digital marketer will need to morph into a Customer Experience (CX) and Customer Journey expert. The pressure is on, for the modern marketer to map, understand and execute a great customer journey and experience.

Vendors are no longer talking about generating revenue or growth – they provide tools to optimize the customer journey. Understanding and collecting data is more important than ever.