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Tech Trends for B2B Marketers

Tech-Trends-for-B2B-Marketers

Here are the Tech Trends for B2B Marketers that Gartner has identified for 2019.

B2B marketing teams need to embrace these tech trends in their sales and marketing messaging to be relevant in c-level conversations.

A tech trend as one with substantial disruptive potential that is beginning to break out of an emerging state into broader impact and use, or which are rapidly growing trends with a high degree of volatility reaching tipping points over the next five years.

Tech Trends for B2B Marketers – Autonomous Things

Autonomous things use AI to automate functions previously performed by humans. The sophistication of the intelligence varies, but all autonomous things use AI to deliver advanced behaviors that interact more naturally with their surroundings and with people.

Tech-Trends-B2B-Marketers-Autonomous-AgentsAutonomous things exist across five types:

  • Robotics
  • Vehicles
  • Drones
  • Appliances
  • Agents

Those five types occupy four environments: Sea, land, air and digital. They all operate with varying degrees of capability, coordination and intelligence.

Autonomous capabilities are best used for narrowly defined purposes. Autonomous capabilities do not have the same capability as a human brain for decision making, intelligence or general-purpose learning.

Tech Trends for B2B Marketers – Augmented Analytics

Gartner expects that by 2020, more than 40% of data science tasks will be automated.

Augmented analytics focuses on a specific area of augmented intelligence, using machine learning (ML) to transform how analytics content is developed, consumed and shared. Augmented analytics capabilities are expected to advance rapidly to mainstream adoption. Automated insights from augmented analytics are expected to be embedded in enterprise applications.

Augmented analytics represents a third major wave for data and analytics capabilities as data scientists use automated algorithms to explore more hypotheses. Data science and machine learning platforms have transformed how businesses generate analytics insight.

Through 2020, Gartner expects that the number of citizen data scientists will grow five times faster than professional data scientists. Citizen data scientists use AI powered augmented analytics tools that automate the data science function automatically identifying data sets, developing hypothesis and identifying patterns in the data. Businesses will look to citizen data scientists as a way to enable and scale data science capabilities.


Predictive Analytics Applications for B2B Sales and Marketing


Tech Trends for B2B Marketers – AI-Driven Development

Gartner expects that by 2022, at least 40 percent of new application development projects will have AI co-developers on their team.

AI-driven development looks at tools, technologies and best practices for embedding AI into applications and using AI to create AI-powered tools for the development process.AI-Driven Development is evolving around 3 dimensions. This trend is evolving along three dimensions.

The tools used to build AI-powered solutions are:

  • Expanding from tools targeting data scientists to tools targeting the professional developer community
  • Being empowered with AI-driven capabilities that assist professional developers and automate tasks related to the development of AI-enhanced solutions
  •  Evolving from assisting and automating functions related to application development (AD) to being enhanced with business domain expertise and automating activities higher on the AD process stack (from general development to business solution design)

Gartner expects the market to shift from a focus on data scientists partnered with developers to developers operating independently using predefined models delivered as a service. Gartner expects that this will enable more developers to utilize the services, and increases efficiency.

Tech Trends for B2B Marketers – Digital Twins

Gartner expects that by 202o there will be more than 20 billion connected sensors and endpoints and digital twins.

Tech-Trends-B2B-Marketers-Digital-TwinsA digital twin is a digital representation that mirrors a real-life object, process or system. Digital twins can also be linked to create twins of larger systems, such as a power plant or city. The idea of a digital twin is not new.

Today’s digital twins are different in 4 ways:

  • The robustness of the models, with a focus on how they support specific business outcomes
  • The link to the real world, potentially in real time for monitoring and control
  • The application of advanced big data analytics and AI to drive new business opportunities
  • The ability to interact with them and evaluate “what if” scenarios

Tech Trends for B2B Marketers – Empowered Edge

Gartner expects that through 2028, there will be a steady increase in the embedding of sensor, storage, compute and advanced AI capabilities in edge devices.

Edge computing is a topology where information processing and content collection and delivery are placed closer to the sources of the information, with the idea that keeping traffic local will reduce latency. Currently, much of the focus of this technology is a result of the need for IoT systems to deliver disconnected or distributed capabilities into the embedded IoT world.

Tech Trends for B2B Marketers – Immersive Technologies

By 2022, Gartner expects that 70% of enterprises will be experimenting with immersive technologies for consumer and enterprise use – 25% of enterprises are expected to have deployed immersive technologies to production.

Gartner expects that through 2028, conversational platforms, which change how users interact with the world, and technologies such as augmented reality (AR), mixed reality (MR) and virtual reality (VR), which change how users perceive the world, will lead to a new immersive experience.

AR, MR and VR show potential for increased productivity, with the next generation of VR able to sense shapes and track a user’s position and MR enabling people to view and interact with their world.

Tech Trends for B2B Marketers –  Blockchain

Tech-Trends-B2B-Marketers-Block-ChainGartner expects blockchain is expected to create $3.1T in business value by 2030.

Blockchain is a type of distributed ledger, an expanding chronologically ordered list of cryptographically signed, irrevocable transactional records shared by all participants in a network. Blockchain allows companies to trace a transaction and work with untrusted parties without the need for a centralized party. Blockchain has the potential to greatly reduce business friction and has applications that began in finance, but have expanded to government, healthcare, manufacturing, supply chain and others. Blockchain could potentially lower costs, reduce transaction settlement times and improve cash flow. The technology has also given way to a host of blockchain-inspired solutions that utilize some of the benefits and parts of blockchain.

Tech Trends for B2B Marketers – Smart Spaces

A smart space is a physical or digital environment in which humans and technology-enabled systems interact in increasingly open, connected, coordinated and intelligent ecosystems. As technology becomes a more integrated part of daily life, smart spaces will enter a period of accelerated delivery. Further, other trends such as AI-driven technology, edge computing, blockchain and digital twins are driving toward this trend as individual solutions become smart spaces.

Smart spaces are evolving alone five key dimensions:

  • Openness
  • Connectedness
  • Coordination
  • Intelligence
  • Scope

Tech Trends for B2B Marketers – Digital Ethics and Privacy

Consumers have a growing awareness of the value of their personal information, and they are increasingly concerned with how it’s being used by public and private entities. Enterprises that don’t pay attention are at risk of consumer backlash.

Governments are increasingly planning or passing regulations with which companies must be compliant, and consumers are carefully guarding or removing information about themselves. Companies must gain and maintain trust with the customer to succeed, and they must also follow internal values to ensure customers view them as trustworthy.

Tech Trends for B2B Marketers – Quantum Computing

Quantum computing is a type of nonclassical computing that is based on the quantum state of subatomic particles that represent information as elements denoted as quantum bits.

Quantum computers are an exponentially scalable and highly parallel computing model – parallel versus serial computing.

Industries such as automotive, financial, insurance, pharmaceuticals, military and research organizations have the most to gain from the advancements in QC.


Additional Go to Market Resources From Four Quadrant

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