20 Years in B2B Marketing: The Unspoken Journey of a Marketing Leader

I complete 20 years of being in B2B marketing this May and what a ride it's been! When I started, the focus was on B2B selling, with marketing playing a more peripheral role. Think logo management and press releases. But as the years flew by, I witnessed a beautiful shift. Marketing wasn't just about brochures anymore – it became a strategic powerhouse at the growth table.

These past two decades have seen the entire marketing function undergo a metamorphosis. Gone are the days of marketing as a siloed entity within the corporate office, solely focused on logo design and press releases. Marketing now holds a coveted seat at the table, driving growth and enabling business development activities. The modern marketing leader juggles a complex portfolio – social media, leads, and account-based marketing, all layered on top of the traditional pillars of branding, PR, and advertising. The marketing leader even dons the hats of technologists and data scientists, wielding MarTech, data and now AI like the secret weapons they are.

But here's the rub: budgets haven't always kept pace with these expanding responsibilities. The marketing function is under constant pressure to deliver results while keeping costs under control. Enter the ever-growing chorus of vendors vying for our attention. Amidst the constant barrage of marketing to marketers, a crucial question arises: are vendors truly addressing our unspoken needs?

Introducing the "Open Letter From CMOs" Campaign

I'm thrilled to announce the launch of an innovative initiative: Open Letter From CMOs. This initiative aims to shine a light on the unspoken realities of B2B marketing leadership in 2024.

Through surveys, interviews, and open discussions, we'll capture the collective voice of CMOs. We'll explore our frustrations, our wishlists, and the qualities we truly value in vendor partnerships.

This is your chance to be heard.

Stay tuned for the official launch, where we'll unveil the Open Letter and invite your participation. Together, let's reshape the MarTech landscape to empower CMOs to thrive, not just survive, in this ever-evolving marketing environment.