Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.

In the B2B market, revenue-driven decision-makers will find success in putting customers first, merging data with creativity to improve the buying experience, and remaining agile to evolving buyer preferences.

B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value.

Curated by eMarketer, this special collection of interviews will help you understand how CMOs tackle challenges, disrupt an industry, embrace digital transformation, and make the CMO role their own based on their industry and organization’s needs.

Immersive technologies are reimagining what’s possible in the B2B space. Watch Industry Voices: CMOs Look Ahead with Milena Oliveira, senior vice president and CMO, to hear how 3M’s Transportation and Electronics Business Group (TEBG) leverages mixed reality alongside industry expertise to support an integrated customer experience.