B2B

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

Increasing digital expectations from customers or partners is the top external business threat for 84% of respondents in Episerver’s digital experience survey of 700 decision-makers in enterprise B2B organizations.

As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.

Utilizing marketplaces is one way for a seller to expand reach. But for some manufacturers and distributors, that increased reach is not worth the competitive threats that they may face on a marketplace.