Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.

With regulators cracking down, the ABA offers three strategies to help FIs stay within the lines.

Thirty-five percent of CMOs today want to expand their relationships across the C-suite. This is just one of their priorities over the next 12 months.

The role of the B2B CMO has expanded significantly in the last few years. The position has been elevated, but it comes with a host of new challenges. To retain a seat at the table, B2B CMOs must add executive tasks to marketer responsibilities.

Financial institutions raced to modernize digital channels at the pandemic’s onset. Now, an economic downturn puts the onus on CMOs to personalize messaging, products, and services to acquire, retain, and upsell customers more efficiently.

A difficult market environment is reshaping insurers’ priorities. Insurers that focus on improving customer lifetime value and meeting evolving consumer expectations can turn challenges into opportunities.

Seventy-three percent of respondents expect companies to understand their unique needs and expectations, and 62% think companies should anticipate their needs, according to a May 2022 Salesforce report.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.

Consumers expect personalized experiences. Despite the business benefits personalization delivers, many brands struggle to manage the complexity of an enterprisewide program. Engaged CMOs can elevate their organization’s approach and deliver success.

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.

Did you know that marketing was first given a seat at the table over 30 years ago? One would think that after three decades, the CMO role would be at a maturity stage. The position, however, continues to rapidly evolve.

Consumer centricity is at the core of Kellogg Co.’s marketing. Watch Industry Voices: CMOs Look Ahead with Charisse Hughes, chief brand and advanced analytics officer, to learn how a holistic data approach powers the brand’s engagement, acquisition, and innovation strategies, as well as the importance of communicating a value exchange.

Watch the on-demand replay of our webinar, The Evolving Role of the CMO, as we discuss the role and responsibilities of today’s CMOs, why CMOs struggle to deliver value, and how they can rethink their fit within different types of organizations.

For CMOs in the US, the biggest potential challenge to growth this year will be talent and labor issues, cited by 42.6% of those executives. The next biggest headwinds they anticipate are supply chain issues (29.6%) and inflation (24.5%). Two years into the pandemic, just 5.8% expect new coronavirus measures to hinder growth.

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.