The pivot. A familiar term for many businesses as we navigate our way through the unprecedented waters of COVID-19. Changing tact, direction or embracing change has become, for many, crucial for staying afloat in these uncertain times. In the majority of cases, this doesn’t mean scrapping everything and starting again, quite the opposite in fact. It’s more about exploring what’s possible and how existing processes can be adapted to suit the current environment.

In light of the COVID-19 pandemic, many marketing campaigns have come to a halt – with a number of brands pulling their ad spend altogether. Out of fear and uncertainty, businesses are naturally cautious about where they invest their money in these troubling times. And with a recession looming over us, it’s unclear when things could get back to ‘normal’.

The world has changed. Regardless of your industry or geographical location, the COVID-19 pandemic has disrupted everyone in some way – forcing us to work from home and juggle both personal and work lives, while driving businesses to suddenly embrace different ways of working.

But from challenges also come opportunities and learning. That’s why, in our latest issue of The Knowledge, we’re taking a look at the current B2B landscape and our own experiences as a business and offering our thoughts on how we, as marketers, can adapt to the new normal. In it, we cover:

• Tackling change
• Addressing workplace challenges
• Developing a strategy during uncertainty
• How you can adapt your marketing plans

Martech or ‘marketing technology’ is all about taking a strategic approach to marketing that positions technology as a core driver for growth. By underpinning every stage of today’s complex buyer journey with evolving technology, martech can make B2B campaigns more fluid, agile and profitable, and help marketers navigate their way across the sales cycle more intuitively. Here, we share three top martech trends you should know about in 2020:

It’s difficult to ignore Martech in today’s technology-driven marketing landscape, but that hasn’t stopped many marketers from burying their heads in the sand for fear of the new and unknown. And with more than 7,000 tools and software programs currently available to choose from, it’s fair to say that Martech can make even the most seasoned marketer feel a bit overwhelmed.