Subscriber Exclusive 
Gaining customer insight ‘most critical’ skill for B2B marketers
Marketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
Developing stronger customer insight will be critical for B2B marketing leaders over the next three years, according to new research from Marketing Week.
The exclusive State of B2B Marketing survey – new for 2024 – finds customer insight (54.4%) is the most in-demand quality a B2B marketer can possess to set themselves up for future success.
Having a commercial focus (46.9%) is the second most in demand quality, according to the survey of 600 B2B marketers, followed by creativity (30.3%), collaboration (26.3%) and critical thinking (23.2%).
