2020 has been an “interesting” year for for B2B marketers and buyers alike, to say the least. But now that companies have adjusted their processes and plans, what does the outlook for 2021 look like? How have plans changed since the third quarter? Two recent research reports provide useful insights.

Findings from Spiceworks Ziff Davis and Google generally indicate buyers have a cautious optimism about the year ahead, though the pandemic has clearly impacted both the level and type of technology investments businesses are planning for 2021.

Here are six of the most important findings about buying trends and plans for B2B marketers.
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