See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.
Marketing is going through a paradigm shift.
What was once a creative discipline is now blending with hard data science. By using advanced Web and mobile technologies, a business can gather and analyse pretty much every interaction it has with both its customers and prospects. As these technologies evolve, successful marketers will be those who can extract insight from this vast amount of data and use it to drive new engagement models.
In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.
There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs. These two are:
- CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy
- CEOs and their organizations are finding it hard to keep pace with new digital technologies
These three pressing concerns are causing CEOs and CMOs to reassess how to understand their buyers and their abilities to help buyers.
CMOs have cited ‘lack of investment and resources’ as their main challenge when it comes to implementing an omnichannel marketing strategy, according to research from The CMO Club and Rakuten Marketing.
Peter Krainik, CEO and founder of The CMO Club, said: “It appears that brands are only beginning to connect the touch points that lead to conversion.