This Week in Marketing: Global Reach

All marketing is now global. The internet has erased geographic boundaries and made it easy for brands and people to connect from anywhere in the world. The upcoming B2B World Fest in London exemplifies how the growing globalization of B2B marketing is being celebrated and advanced. Elsewhere, LinkedIn just hosted the first-ever B2Believe Summit in India.

There are implications to this new international norm that are worth considering:

• Vetting your content and messaging for cultural and geographic inclusivity is a valuable practice.
• Understanding how audiences respond to content in different regions can powerfully inform your strategy.?
• Learning about marketing trends in various parts of the world brings insight and context to your decision-making.

With these benefits in mind, our latest round-up of top content for B2B marketers shines a spotlight on global marketing trends, with added insights on 2024 planning recommendations and the evolving nature of marketing leadership.

What to Read

A Regional Breakdown of the B2B Marketing Benchmark (LinkedIn Collective): We gathered a lot of data in the process of surveying global B2B leaders for our B2B Marketing Benchmark, so of course we wanted to analyze it from every angle. Here I extracted some key takeaways from the new regional cut.

B2B Marketing Benchmark: Spotlight on India (LinkedIn Collective): Ahead of last week’s event in Bengaluru, Steve Kearns drilled into the Benchmark data with a specific focus on trends impacting B2B marketing in India.??

B2B Marketers Are Finally Gate-Crashing the C-suite (The Drum): “CMOs are now leading digital transformation efforts across their businesses and spreading their sphere of influence across their organizations,” writes The Drum’s editor-in-chief Gordon Young.

Future-Proofing B2B Marketing: Key Strategies For 2024 Planning Success (Demand Gen Report): AI-driven personalization, influencer marketing and optimized video marketing are among the strategies recommended by DGR’s Kelly Lindenau.

The Evolving Role of B2B CMOs – Customer Oracle, Growth Orchestrator (LinkedIn Collective): “Today's B2B CMOs are expected to be tech integrators, customer oracles and cross-departmental orchestrators,” according to EssenceMediacom’s Shameer Aerkulangara.

What to Watch

The Evolving Influence of the CMO with Forbes and Sprinklr

Sprinklr recently shared an excerpt from the LinkedIn Collective Live episode addressing the growing internal role of marketing leadership, and what it means. Sprinklr CEO Ragy Thomas and Forbes’s Seth Matlins joined LinkedIn’s Melissa Selcher for a wide-ranging conversation on the subject. Watch the full episode below:?

What to Know

“Tech purchases in 2023 and 2024 will prioritize automation and efficiency.”

This is one of several key insights shared by Kelsey Voss in a new report at Insider Intelligence, which concludes that B2B marketing firms are spending less and focused on ROI for 2023 and 2024.

Make sure to follow the LinkedIn Collective for more insights.