Data, financial literacy, AI: The skills that matter to B2B marketers in 2024
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Modern B2B marketing is an incredibly fast-paced sector. There’s no shortage of change, whether it’s the rise of technology, increasing competition, or shifting customer behaviour. As the industry evolves, that change is having a big impact on skills.
The skills and qualities needed in B2B today are vastly different than they were in the past. Indeed, some wouldn’t have even been on a marketer’s radar two or three decades ago.
And yet, data and analytics is deemed a critical skill in B2B marketing today. According to Marketing Week’s inaugural State of B2B Marketing research, 68% of the 600 marketers surveyed say understanding data and analytics has become a more important skill over the past three years.
However, data and analytics also emerges as the biggest skills gap in B2B marketing departments today. CMO at international law firm Kingsley Napley, Leor Franks, is unsurprised to see data and analytics emerge as a prominent skills gap.
