In many B2B organizations, the role of marketing is changing due to access to data, new business models, and a desire to sell more. Centralized core marketing functions are becoming more prevalent to fuel growth and meet customer demands. Four strong B2B marketing archetypes have emerged, and CMOs must play all four roles to be successful. Five B2B marketing leadership trends have been identified, including CMOs as Growth Integrators, Customer Understanding, Proving Marketing Investment, Personal Marketing Purpose, and ESG.
CMOs are setting the customer experience agenda, and more funds are going into performance marketing. Marketers are using data to reach customers, and leveraging social media. Marketing metrics are needed to prove value, and CMOs must have a personal purpose statement. ESG commitments are being held to higher standards, and marketing stories need to be backed up with proof points.
The last few years have tested CMOs with unpredictable challenges. They are going into 2023 with clear aspirations and strategically redesigned marketing organizations. CMOs must focus on their roles and responsibilities and be able to prove the value of their marketing investments. They must be able to recognize opportunities and set goals to deliver on ESG commitments.
Five Trends Reshaping B2B Marketing Leadership in 2023
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