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
Don't worry ... it's FREE!
B2B leaders say economic climate is the top factor influencing marketing spend, whereas B2C leaders say corporate financial performance is the top factor influencing spend, according to recent research from The CMO Council and Zeta Global.
Today's CMOs are transforming their roles by integrating data and technology to drive measurable business results. Read more.
Marketing agencies tend to be much more confident about the quality of their work compared with the level of satisfaction their brand clients express regarding that work, according to recent research.
What are some of the key strategy, tech, and content trends shaping B2B marketing today? What will be tomorrow's trends? See finding from this LinkedIn and Ipsos survey of B2B marketing leaders.
Discover how to unlock sales by increasing market penetration using various marketing approaches. See how to boost market share and drive growth. Read now.
B2B influencers say co-created content and speaking at in-person events were the most successful types of brand collaborations they did in 2023, according to recent research from Onalytica.