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SiriusDecisions Survey Shows CMOs Fueling Growth Strategies With Buyer-Centric Tools & Skill Sets

Driving growth has increasingly been a growing expectation of the CMO role, but now B2B CMOs are supporting growth initiatives with new skills, tools and a renewed focus on audience-centric campaigns. New research from SiriusDecisions shows that global CMOs are supporting their organizations’ growth objectives by aligning internal teams on buyer centricity, developing employee skills and analyzing KPIs that tie audience engagement to revenue.

What Does External Content Creation Mean For CMOs?

Stephan NobsUntil recently, marketing departments could keep control over most of their content. Every communication was transmitted via an official spokesperson and every piece of collateral issued was approved by marketing and legal departments. That’s changing. The once solid firewall that marketing built around its content is starting to turn into a sieve.

Customer Experience, Community Building Grab Center Stage Among B2B CMOs

The role of marketing is changing, moving beyond acquisition and deeper into the funnel to support sales, according to C-level marketers and experts at the B2B Marketing Exchange (B2BMX) in Arizona in February. As part of that, B2B marketing executives are shifting more focus on the overall customer experience (CX) and customer life cycle.

Marketers know CX is very important, but they have yet to master it, Jeff Marcoux, CMO Lead for Worldwide Enterprise Marketing at Microsoft, shared during his keynote address. He suggested building marketing strategies around buyers’ or customers’ challenges on a human level and identifying what motivates them.

Marketing And Data Convergence Moves Toward Manageability

shutterstock 73061347 smaller “Over the next ten years, IBM will sell more to the CMO than to the CTO.”

That’s a direct quote from Ginni Rommety, CEO of IBM, and there might be no better illustration of the change that is sweeping the art and science of marketing. The company that has built more than 100 years of technology sales is leading the shift toward marketing technology and automation.

Selling Content Marketing To The C-Suite

By Frank Dale, CEO and President at Compendium

DaveContent marketing is a new discipline that’s gaining a lot of attention for its ability to drive product demand and shorten the sales cycle. By developing and marketing information that is easily found by prospects, companies can educate customers and demonstrate how their product or service solves customer problems.

CMO Survey Reveals Growing Uncertainty Over Economic Growth

A recent survey of chief marketing officers (CMOs) offers a mixed bag of predictions for the U.S. economy in general – and for the B2B market in particular.

First, the bad news: According to the Duke University Fuqua School of Business CMO Survey of 528 marketing executives, just 29% said they were optimistic about the state of the U.S. economy. That's down more than 34% percentage points from the previous survey in February, 2012.

The number of respondents who said they were pessimistic about the economy grew from 8.5% in February to 36% in the current survey, taken during July and August 2012.

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