Scott Vaughan says, “Over the past several years, B2B CMOs have been earning a seat at the executive table by demonstrating their ability to contribute to revenue and company growth, largely via demand marketing.

B2B marketing teams are using data, technology and content to discover, engage, nurture, create and delight customers. What once was a unique and competitive differentiation is now mainstream. The modern demand marketing approach is widely available and used by many B2B marketers. Everybody has the same basic playbook.

While the role of brand has never gone away, its importance is being increasingly recognized as a critical piece of a company’s growth strategy.

In fact, based on B2B CMO recruiter conversations I’ve had over the last few quarters (strictly for research, of course), CEOs and boards of directors are now seeking marketing executives that have a proven ability to develop a sustained brand position and value propositions that differentiate a company and its solution.

In addition, 68 percent of B2B marketers say refreshing a company’s brand is the most critical effort for B2B marketers this year (Forrester Research)”.

The resurgence of brand marketing in a demand generation world

Martech Today

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