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PHOTO: Jason Dent It was the year that all companies had to rethink their businesses. No one was prepared for a pandemic in 2020, and as the world shifted from in-person to digital only, many companies were left scrambling to navigate this change seemingly overnight. Marketing technology companies had a unique perspective on this seismic shift, as email, push notifications, and other forms of digital communication became the primary way for brands to connect directly with their customers during this time. In fact, some argue that martech was at the forefront of digital transformation in 2020. I reached out to some of my colleagues at Braze as well as martech executives from Movable Ink and Segment to ask about current and upcoming trends. What were the key learnings from 2020 that will carry over into 2021? What are the main challenges for the new year? And what advice would they give as companies prepare for the new year? This is the first of two articles that will explore the

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