The Geekification of B2B CMOs in 2018
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Whether it’s seen as a guiding light or a perilous sinkhole, the use of data is a predominant consideration for B2B marketers, especially as they look ahead to 2018. In fact, gathering, dissecting, deploying and protecting data is so top-of-mind that you might think these folks were becoming geeks of the first order, mirroring the passions and predilections of coders and other IT professionals.
The belief that data is the WME (Weapon of Marketing Effectiveness) is so pervasive that words like “purpose,” “brand” or “story” only occasionally enter forward-looking conversations. And while this growing emphasis on data certainly bodes well for the purveyors of marketing technology (many of whom share their thoughts below), it remains to be seen if this approach will increase CMO effectiveness and thus CMO tenure. Here then is a closer look at the “geekification” of B2B CMOs in 2018, along with a couple dissenting voices challenging the prevailing winds.
Using data to understand the customer journey
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