How marketing leaders can become the only credible voice of the client | Forbes
B2B marketing faces a crossroads as roles are splitting across departments. CMOs must become customer-centric leaders to ensure relevance, focusing on understanding client needs and spearheading growth.
With heightened pressure on short-term performance, B2B marketing is at a crossroads. I’m seeing the role of marketing splitting into various departments, and with so much across the buying cycle moving out of the marketing department, we run the risk of rapidly being left with the corporate comms and brand.
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Spotlight Series: Driving a client-centric B2B content strategy
In the first episode of our new Spotlight Series, Tony Coppola, Executive Director of Content Services, shares his insights on the evolving role of B2B content in shaping a truly client-centric marketing strategy.
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Mastering engagement and scalability with Account-Based Marketing | Forbes
How do you scale ABM without compromising the bespoke client-centric approach that defines its success?
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Mastering ABM account selection in financial services
In the final instalment of our three-part blog series based on a recent financial services (FS) roundtable in London, we’re focusing on another critical component of Account-Based Marketing (ABM) that many organizations struggle with: identifying the right accounts.