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SiriusDecisions Details B-to-B Leaders' Priorities in New Global Study on CMO Growth ObjectivesSiriusDecisions, the leading global business-to-business (b-to-b) research and advisory firm, today unveiled the findings from its 2017 Global CMO Study. The study reveals that b-to-b marketing leaders are increasingly focused on attracting new buyers, with the need to address changing buyer behavior and enhance the customer experience serving as top priorities influencing their marketing strategy. SiriusDecisions' Global CMO Study is conducted annually to explore how b-to-b marketing leaders are adapting their marketing strategy to support their organization's growth objectives. It examines the issues and trends that are having the greatest influence on B-to-B marketing strategies over the next two years and the adjustments that marketing leaders plan to make in that span to support corporate growth objectives. Nearly 300 marketing leaders around the world, representing B-to-B organizations in a variety of industries, regions and revenue bands, participated in this year's study. Key findings include the following:
"Rather than focusing on building out products and offerings, organizations are increasingly differentiating themselves through the customer experience, to not only boost engagement with prospects and customers, but to increase retention and brand loyalty," said Barbie Mattie, Senior Research Director, SiriusDecisions. "The study shows that marketing leaders are already shifting priorities and strategies to become audience-centric. The challenge for marketers will be to develop quantifiable objectives in line with these efforts, and to ensure the right measurement systems are in place to detail marketing's impact." Resources
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