Senior B2B marketing executives say they and their teams have increasingly been asked to take responsibility for business results and prove ROI over the past few years, according to recent research from EssenceMediacom.

The report was based on data from a global survey conducted in August 2023 among 188 marketing leaders at Fortune 500 B2B firms.

Respondents say the top core responsibilities that have increased in importance over the past few years for B2B marketing teams are taking responsibility for business results (57% cite) and customer acquisition (51%).

Responsibilities of B2B marketing teams that have increased the most in importance

B2B marketing leaders say the specific responsibilities that have increased most in importance over the past few years are analytics and performance measurement (57% cite), content development and distribution (45% cite), and lead generation (40%).

specific responsibilities that have increased most in importance for B2B marketers

Respondents say the biggest macro shifts in B2B marketing are the increasing importance of customer-centricity and the changing buyer profile.

macro shifts in B2B marketing today vs. the past

About the research: The report was based on data from a global survey conducted in August 2023 among 188 marketing leaders at Fortune 500 B2B firms.


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How the Responsibilities of B2B Marketing Teams Are Changing

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji