Chief Marketing Officer

The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]

Learn highlights about Apple's Mail Privacy Protection ahead of the holiday season to expertly craft your email marketing strategy.

Elon Musk’s Twitter takeover has been — at best — chaotic and tumultuous. Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Will Twitter become a mainstream Gab with a steady flow of disinformation? While Musk has tweeted that “nothing has changed with content moderation,” racist tweets have surged […]

Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.

To counter economic headwinds, B2B marketing leaders in Europe will turn their focus to fundamentals, yet in the pursuit of revenue-engine alignment, some will make a misstep.

Today, brands leverage loyalty programs to acquire and retain customers, particularly those they lost during the height of the pandemic. But loyalty programs are a symbiotic relationship: Consumers look to programs for better experiences and cost savings, especially in light of the current economic crisis. As both customer and business needs change, programs are evolving […]

CMOs and marketing operations teams benefit greatly by partnering and working together.

As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.

Whichever side of the recession debate you’re on, what’s clear is that there is economic uncertainty. On the heels of the “great resignation,” where people were leaving jobs in search of better pay, more flexibility, and increased job satisfaction, we’re now seeing hiring freezes at some companies. This doesn’t mean that every company will cut […]

We all know that there is a big difference between working hard and working smart. And specifically for marketers, the status quo often makes working smart impossible — functional silos inhibit internal efficiencies and negatively impact the overall customer experience. Some of today’s biggest marketing silos are technology-based — different platforms for different functions. Let’s […]

Technology is not the exclusive core expertise of IT anymore. For many years, technology has had a place in the B2B marketing strategy and represents a big part of marketing’s responsibility. In addition to implementing and running the relevant marketing technology, marketing requires the knowledge to use it effectively to drive the revenue engine, create […]

Companies' pledges to become more sustainable are encouraging — if they translate into action. Marketing leaders must work to ensure that messaging aligns with action and purpose.

Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.

Learn how and where your peers are increasing their investments – and scaling back. You’ll come away with the insight and data you need to target your investment priorities with more confidence and research-led data.

The “great resignation” — a period during which employees are voluntarily resigning from their jobs at historic rates — is a reality in Asia Pacific, making addressing the marketing talent gap one of marketing leaders’ most urgent priorities for 2022. My recently published report, The State Of Marketing Talent In Asia Pacific In 2022, details […]

Sell something to a prospect, and you might earn a valuable commission. Help a prospect buy, and you might earn a valuable customer. This practice — helping prospects buy — is buyer enablement. And it requires a deeper understanding of purchasing preferences and the buying process itself, particularly with self-service. In this area, B2B teams […]

CMOs at companies that employ or plan to employ a product-led growth (PLG) strategy have a unique opportunity to use their team’s competencies to accelerate company growth. Dispelling the seven common PLG fallacies will both help the company scale faster and create trust in the marketing function to support it.

Discover why savvy marketers are moving past MQLs to focus on opportunity segments that reveal stronger signals of intent.

Despite an economic downturn, demand and ABM leaders should resist blanket cuts and instead, prioritize thoughtfully.