What's on the mind of
Will the economy stay strong or sputter? Will AI make our jobs easier or eliminate them? No matter what happens, B2B marketing leaders continue to move forward bravely, overwhelmingly confident that they’re ready for whatever’s next.
See what they had to say in our recent Content4Demand-Centiment survey, “B2B Marketing in a Fast-Changing World: Marketing leaders share their challenges, fears, and overwhelming optimism about the future.”
Tight/reduced budgets
Hiring freeze/layoffs
lack of needed skills
Where they’re feeling the pain
B2B marketers, like everyone, feel the pressure to deliver more amid tight budgets, hiring freezes, layoffs and continuing economic and skills gap pressures. What are their biggest challenges?
Where the money's going
Respondents still believe in the power of content marketing. A quarter plan to hold steady on content marketing spending, and more than four in 10 plan to increase spending.
NO CHANGE
SIGNIFICANTLY MORE
SLIGHTLY MORE
slightly more
No change
significantly more
Fitting format to function
Asked what kinds of content they plan to create, these B2B marketing leaders had a wide range of preferences.
Here are the top five.
Of course, we have to talk about AI
Like it or not, AI will play an ever-increasing role in B2B marketing. Our leaders’ responses were relatively evenly distributed when asked how they plan to use AI tools in the next 12 months:
SEO
First drafts/ copywriting
topic brainstorming
ideation
blog posts, emails, research
The marketer's role continues to expand
More demands but also more influence. When asked how their role has changed in the past two to three years, here were our B2B marketing leaders’ top responses:
Greater focus on data-driven tactics, use of intent data
Increased influence of marketing on overall business strategy
Pressure to deliver more qualified leads, less focus on MQLS
So much more to explore...
How do your B2B content marketing plans match up to these leaders? Get the entire report, chock full of results and tips.
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