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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
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)
Tomorrow's trailblazers should be embracing technology to gain efficiences and continuing to develop clear policies on technology use
6 in 10 have guidelines for GAI use
Opportunity area: Ensuring technology usage guidelines are communicated broadly within organizations
Percentage of leaders that say their organizations...
Have GAI guidelines
Provide GAI training opportunities
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...
Opportunity area: Continue to invest in brand-building efforts and use technology to creatively build better customer experiences
