Vision Report

The State Of B2B Marketing Innovation

February 11th, 2022
With contributors:
Caroline Robertson , Jennifer Zhang , Kara Hartig

Summary

B2B marketing leaders must transform their organizations from their traditional role of brand steward, lead generation machine, and sales supporter into the architect of engagement across the entire customer lifecycle. This transformation will require innovation in strategy, processes, programs, and practices. Unfortunately innovation is not a core competency in many marketing organizations. This report reveals a benchmark of the marketing innovation maturity of B2B firms and offers insights into the practices of the most mature firms to help B2B marketing leaders establish an innovation agenda.

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