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.

Longer Buying Cycles, Shifting Expectations Cause B2B Marketers To Rethink Strategies

The B2B buyer’s journey continues to grow longer and more complex: Almost half of the B2B buyers surveyed for Demand Gen Report’s 2016 B2B Buyer’s Survey said their purchasing cycles have increased somewhat since last year. That’s because there are more people getting involved in the buying process, they’re taking more time to evaluate products and they’re demanding more proof of ROI upfront, according to the survey.

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