Role of B2B CMOs, Generative AI for B2B Content, and More
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In this week’s edition:
B2B marketing plays a crucial role throughout the sales process, yet it is often undervalued. From the pre-awareness stage to the post-purchase phase, marketing articulates the brand’s value proposition, delivers customer intelligence, and helps buyers overcome hurdles, among other essential functions. When other departments understand B2B marketing’s role, information flows more freely—enhancing marketing’s effectiveness. That’s why B2B CMOs must not only focus on marketing but also spread the word about the value it brings to the table.
?? 5 Ways to Boost Your B2B SaaS Content Marketing︱Entrepreneur
Content marketing is a powerful strategy for B2B SaaS brands to connect with their target market and position themselves as go-to experts offering industry-leading solutions. But not all content marketing strategies yield equally powerful results. The journey toward great B2B SaaS content marketing begins with one crucial step: conducting proper research. Good research sets the foundation for high-performing content by providing valuable insights into target markets and what resonates with them.
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?? How Is the Role of the B2B CMO Changing?︱MarketingCharts
Today’s B2B leaders agree that the importance of the CMO within the C-suite has noticeably risen in recent years. CMOs now play a critical role in driving revenue and demonstrating marketing’s impact on the bottom line. Research also suggests a shift in priorities for B2B CMOs, moving away from a sole focus on innovation and integration to fostering growth and improving customer experiences. The main challenge ahead for them is to attract and retain new customers.
?? Making Generative AI Work for Better B2B Content︱Digital Commerce 360
Recent statistics show that 65% of marketers are either experimenting with or already utilizing AI for B2B content. Despite the valuable opportunities offered by Generative AI, like faster content creation and improved data access, many marketers struggle to make AI work effectively. To overcome these hurdles and build adequate AI strategies for content development, experts recommend aligning the content strategy and utilizing the same AI solutions among product, marketing, and sales departments.
?? B2B Marketers Say Social Media Drives Revenues︱Insider Intelligence
As per 60% of U.S.-based B2B marketers, social media is the most effective revenue-driving channel in 2023. Among all social networks, LinkedIn remains the top choice for B2B marketers around the world. But video-based platforms, such as YouTube and TikTok, also prove effective in engaging B2B buyers. Apart from social media, other revenue-driving channels include content marketing, deemed effective by 49% of B2B marketers, followed by email at 45%, and display advertising at 36%.