The Rise Of The Front-Line Marketer In Our New Digital Selling Reality

We live in the experience era, in which B2B marketing teams need to deliver the same personalized experiences as their B2C counterparts. Unfortunately, most organizations have struggled to meet the needs of today's digitally-savvy buyers — a trend that was exacerbated by the Covid-19 pandemic. To fuel long-term growth, B2B marketers must adapt our new digital-first realities and embrace buyer-centricity.

This report will explore marketers' outlook in the wake of Covid-19, revealing marketing teams' greatest challenges, such as understanding buyers' changing needs and engaging them in the right channel with personalized campaigns and content. Additionally, the report will discuss the many roles of modern marketing teams are playing across the buyer journey, underscoring the importance of agile execution and alignment between sales and marketing.

Specifically, this report examines:

• How marketing will lead digital selling and self-service buying experiences;
• The importance of personalized experiences in a digital-first marketplace;
• Common execution challenges to delivering buyer-centricity, including outdated martech tools, insufficient budgets and lack of internal resources;
• The future of selling through hybrid go-to-market (GTM) models; and
• Areas where companies struggle to drive pipeline and growth across the customer lifecycle.