Lessons and Insights From Today’s Top-Performing B2B Marketers The State of B2B MarketingIntroduction The Changing Role of B2B Marketers The marketing profession is undergoing a period of great transformation. As recently as 10 years ago, a B2B marketer’s primary role was to increase brand awareness and support the sales team. They primarily focused on the top of the marketing funnel by: • Attempting to grow their reach • Get more people to feel an affinity for their brand, and • Make it easier for sales reps to close more deals If their efforts were measured (which wasn’t all that often), it was in the form of metrics such as media coverage, advertising reach, website traffic, and, perhaps, the number of Marketing Qualified Leads they generated. To most CEOs and CFOs, mark

Join for free to read