Charting New Courses in 2024: A Guide for B2B CMOs

Set sail with content that makes waves. Avoid the doldrums of dullness by creating narratives that resonate deeply on an emotional (yes, emotional, even in B2B!) level. It’s all about creating that hook and anchoring your brand in the minds of your audience.

Chart a course for fewer, yet more impactful, events. Focus your resources like a powerful lighthouse on key events that shine brightly in the industry. Make each event a landmark encounter that leaves an indelible mark on your attendees, transforming these gatherings into treasure troves of opportunities for brand-building and lead generation.

Navigate the sea of AI-generated content with precision and originality. Employ Gen AI to enhance and amplify your unique ideas, not to replace them. Ideally, AI will help you derive deeper insights and multiple narratives from a single, strong piece of intellectual property.

Millennials in particular do not want to talk to salespeople and frankly, I don’t know who does. But buyers do want to talk to product experts, someone who understands your business and your needs. So it’s time to adjust your crew by balancing out your dedicated salespeople and product experts.

Rebalance your ship’s cargo, shifting more weight toward program spend. This strategy involves lightening the load on technology and personnel in favor of initiatives that extend your brand’s reach and voice, ensuring that your brand doesn’t tip over.

Form an alliance with at least one external strategic innovator. This partner is like a cartographer, helping you map unexplored territories and encouraging bold, innovative voyages. They provide an external viewpoint, free from the ship’s internal dynamics, challenging you to explore beyond familiar waters.

Get beyond three-month planning cycles by envisioning a three-year journey. This strategic plan outlines your long-term expedition, encompassing growth objectives, key metrics, and a comprehensive route for sustainable market capture and brand development. This approach recognizes both the short-term and long-term impact of a creative strategy and consistently executed campaign.

We all know that in B2B very few purchase journeys are linear. Instead, they often resemble the start, stop, and sideway stumbles of a drunken sailor. By mapping this path, however meandering, your fellow executives will suddenly realize the silliness of single-touch attribution and the critical role marketing plays along the entire journey.

Personalized marketing is like a finely tuned compass, guiding your messages directly to the right audience. Use data to understand the unique preferences and needs of different market segments (while following privacy guidelines). Then, craft your marketing efforts to speak directly to these needs, ensuring that your brand’s story lands on receptive shores.

Empower your crew members to be beacons, shining the light of your brand across the digital seas. This strategy broadens the reach of your brand’s message, casting a wider—and more authentic—net. To do this, marketing must equip employees with the necessary tools and knowledge to represent the brand effectively.