According to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
During the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
While some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Misaligned priorities and misconceptions about the role of marketing are fuelling the tension, according to Marketing Week’s exclusive new research.
From making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.
The relationship with sales is deemed twice as important as with finance, according to new data.
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Events and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
How long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
Getting to grips with AI will be more important for B2B marketers over the next three years than understanding data or cross-functional collaboration, according to new data.
Faced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
Businesses seeing the value in marketing beyond driving leads is the biggest change that would make securing investment easier, Marketing Week data reveals.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
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.