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The B2B Marketing Organization of Tomorrow
Top insights from the 2024 B2B Marketing Benchmark
The B2B marketing team of the future is likely to be more agile, data-driven and customer-centric than ever before.
Blending old and new tactics and techniques will help today’s marketers build the more nimble team of tomorrow. Organizations need to look for these kinds of marketers to be successful.
Select a topic below to explore further:
Strategic Thinkers
B2B marketers will need to think strategically and understand how their marketing efforts align with broader business goals and objectives. This includes understanding market dynamics, competitive landscapes and industry trends.
Today’s strategic B2B marketing thinkers are...
Allocating budgets across many channels and activities
Paid Media
Creative Development
Events & Sponsorships
67% of CMOs report they will likely undergo a reorg this year
Reassessing team structure and skills
Technology Trailblazers
Marketers will need to be comfortable using a wide range of marketing technology tools, including CRM systems, marketing automation platforms, analytics tools and emerging technologies such as GAI.
Technology trailblazers are leaning into the power of generative AI (GAI)
Currently using GAI
YoY increase since 2023
Just over
Have an extremely good understanding of how to use AI in marketing activities
Tomorrow's trailblazers should be embracing technology to gain efficiencies and continuing to develop clear policies on technology use
6 in 10 have guidelines for GAI use
Tomorrow's trailblazers should be embracing technology to gain efficiencies and continuing to develop clear policies on technology use
Opportunity area: Ensuring technology usage guidelines are communicated broadly within organizations
Percentage of leaders that say their organizations...
Have GAI guidelines
CMO
Other C-Suite
Director / Manager
Provide GAI training opportunities
CMO
Other C-Suite
Director / Manager
Creative Vanguards
In a crowded marketplace, creativity and innovation will be essential for B2B marketers to stand out and capture the attention of their already inundated audience. To connect with customers, B2B marketers will need to think outside the box creatively.
Today's creative vanguards are...
Allocating more budget for customer experiences
Increasing budgets for brand-building efforts
CMOs advocating for bolder creative campaigns
Opportunity area: Continue to invest in brand-building efforts and use technology to creatively build better customer experiences
Innovative Content Strategists
Content marketing will remain a cornerstone of B2B marketing in the future. Marketers will need to develop compelling and valuable content across different formats and platforms to engage with their target audience and drive conversions.
Innovative content strategists are blending traditional techniques with cutting-edge technology to deliver content that resonates with their audiences across top channels
Social media
Blog
CTV
Opportunity area: Leverage video and visualizations to boost customer engagement
Said visual content such as videos and infographics are the top form of content used in their marketing efforts
Data Interpreters
With the abundance of data available, marketers will be able to prove impact to the wider organization. They will need to be proficient in analyzing data to uncover insights about customer behavior, preferences and market trends.
Data interpreters are putting the right systems and technologies in place to boost their data analytics capabilities
Have the right tech in place to measure marketing activities
Say marketing can demonstrate impact to the C-Suite
Top digital skills added to LinkedIn profiles globally
Data Analysis
Data Analytics
Top overall skill added to LinkedIn profiles globally
Analytical Skills
Opportunity area: Leverage data to inform decision-making and measure performance, and boost data literacy skills
Continual Learners
The marketing landscape is constantly evolving, with new technologies, channels and trends emerging all the time. B2B marketers will need to be adaptable and committed to continual learning to stay ahead of the curve and remain effective in their roles.
Today's continual learners are increasing skills and GAI training opportunities for their teams
Increasing skills training
Providing GAI training
Over 2 in 5
Say lack of AI skills is one reason they have not implemented GAI
Opportunity area: Hire for both left- and right-brained skills, seeking talent with a mix of technical, creative and interpersonal skills
Top skills needed in the next year or two
Innovative thinking
Problem solving
Adaptability
Collaborative Communicators
Working cross-functionally with sales, product and other teams is imperative for the B2B marketer of the future. Strong communication and collaboration skills will be crucial for aligning marketing efforts with overall business objectives as well as fostering teamwork.
Today's collaborative communicators are creating synergies between departments and building their communication skills
Cite some synergies between departments
Cite no alignment between marketing and sales
Opportunity area: Continue connecting marketing and sales, improving communication skills to foster relationships and show marketing impact
Visionary Leaders
The CMO serves as a visionary leader, strategist and advocate for customer-centricity and innovation within the B2B marketing organization of the future. They play a critical role in driving growth, fostering collaboration and ensuring that marketing efforts are aligned with the overall goals and objectives of the organization.
Visionary leaders today are focused on building influence among their peer set
More than
CMOs try to involve as many C-Suite members in marketing decisions as they can
CMOs who say their role has grown in importance
Roughly 9 in 10 CMOs say relationship building has become important to succeed
DEI Champions
In a time when the legitimacy of DEI is being questioned, B2B marketers are holding the line and serving as ambassadors when it comes to ensuring DEI is integrated in strategic decision-making companywide.
Today's DEI champions are setting the example for other functions outside of marketing
Say their marketing teams have increased investment in DEI in the past year
With increased investment going to...
DEI talent recruitment/hiring
Making content accessible
DEI learning training
Opportunity area: Continue to prioritize diversity, equity and inclusion efforts, establish comprehensive DEI measures and practice what you preach when it comes to hiring
Interested in learning more about Global B2B Marketing? Take a look at our 2023 B2B Marketing Benchmark Report.
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