As we talked about how to wrap up 2020, we didn’t want to focus on the negative. While a lot of 2020 was an anxiety-fueled dumpster fire, it also was a year of empathy, innovation, and reevaluating priorities.
Looking into 2021, we decided to focus on our wishes and goals for the new year. Some of our wishes are things we’d like to see happen, and others are silver linings from 2020 that we’d like to see continue.
Watch the episode below for the full list, or scroll down to read them.
Umault’s 21 wishes for 2021
- Marketers get more brave.
No one writes articles in Forbes about the time a company or marketing team played it safe. Experiment, be bold, take risks.
- Marketers stand up to CEOs with bad ideas.
Your leadership team hired you to bring marketing expertise to your company. Taking their ideas directly might seem to be a good way to curry favor, until the project flops and it’s on your shoulders.
- More B2B brands realize that having a personality doesn’t mean you aren’t smart or worth a high price tag.
In 2020, B2C brands embraced acting like people on social media. Let’s carry that over into B2B marketing.
- People start to realize that story is not modular.
Yes, marketing videos have a story. You can’t rearrange the parts just to satisfy internal politics any more than you can rearrange the episodes of Breaking Bad and expect to understand Walter’s character progression.
- Marketers go on a “framework” diet.
Frameworks weaken your creative muscles. Try working without them in 2021.
- More people embrace scheduling tools like Calendly.
Fewer emails in 2021!
- Marketers stop making videos that have been made before.
Sometimes a new client will approach us about a project, then we look at their YouTube page and see five versions of that video going back to 2009. If you want to stand out in 2021, make something new.
- Companies allow WFH forever for those who want it.
We hope that 2020 has helped companies realize that facetime doesn’t mean productivity or that offices are the right fit for all people. But for those people who want to keep working from home? Our wish for you is to set and enforce boundaries.
- Marketers realize that customers aren’t dumb.
You’d be amazed how many of our clients and prospects seem to think that decision makers at top companies are too dumb to understand a metaphor. They’re not! They’re actually brilliant and prefer content that doesn’t talk down to them.
- Time is seen as an asset and not a liability.
In the same way that rushing an artisan furniture maker will lead to wobbly chairs, rushing your creative team will lead to shoddy videos.
- People still get to feel virtuous for ordering takeout.
We’re supporting local businesses!
- People start accepting (and embracing) camera-less Zoom calls.
Bring back the phone call 2021.
- We don’t lose the innovativeness that came from pandemic.
The world was forced into a huge rethink in March. People and companies weren’t afraid to take risks and try things. We hope that more people are willing to make hard decisions and try new things (even if they might fail) in the new year.
- We continue to have additional empathy for our coworkers.
In 2020, we became more empathetic of our coworkers’ lives. Let’s continue respecting and understanding them as people.
- The Cincinnati Bengals win a playoff game.
Some of these wishes had to be a long shot. 🤷♀️
- We prioritize creativity instead of brute force.
Let’s spend more time thinking and less time doing. It’s cheaper and less time consuming to spend time on the creative phase than endless rounds of production.
- People realize you get what you pay for when it comes to creative.
Sure you can get creative for free, but then that’s what it’s likely worth.
- We all stop looking to the competition for what to do.
Drop the herd mentality and go your own way.
- Brand, brand, brand.
ABM, lead gen, and demand gen all have their place, but in 2021 let’s spend more time building brands and less time chasing leads. (For more on this, everyone should read the B2B Institute’s 2030 B2B Trends whitepaper.)
- We embrace a slower pace of life and work going forward.
2020 forced us to clear all our calendars. Let’s be judicious on what we add back in. Not every moment needs to be scheduled.
- Have fun when marketing – it’s the best job in business!
- Marketers get more brave.