As marketers get ready to start a new year and a new decade, CMOs are thinking about more budget, stronger skillsets and new strategies to bring their ideas to fruition. The latest annual research from B2B tech and healthcare agency PAN Communications gathers predictions from industry leaders and brings together the marketing community to discuss priorities for the coming year.
The firm’s new 2020 CMO Predictions campaign and infographic displays top budget concerns, department challenges and emerging skillsets that some of the industry’s most prominent experts believe will impact the marketing landscape.
The third annual CMO Predictions campaign brings a new level of expertise and an even deeper understanding of the marketing industry to help marketers prepare for the coming year. Consistent themes include the continued focus on content marketing as a driver of engagement, customer experience and ultimately the support of sales efforts and lead generation.
Nearly 70 percent of respondents cited data or analytics in their predictions, highlighting the continued importance of data in evaluating marketing efforts and improving content marketing strategies. Other priorities included employee and customer advocacy, and how implementing advocacy programs will bring new levels of trust and awareness.
Customer experience takes center stage
The number one challenge cited in this year’s predictions was the ability to cut through the noise and deliver the level of customer experience that is demanded from today’s marketer. Content overload and information fatigue were two key reasons for this challenge, and marketers are allocating additional budget to help find more personalized, empathetic approaches to content marketing that touch on real customer pain points. The customer is no longer just a number in your marketing database—they’re human, so treat them like it, the report asserts.
Content (and content marketing) skills remain critical
Virtually 2 of every 3 participants this year (63 percent) said content will either be a budget focus, upcoming challenge, or critical skillset within the marketing department.
In addition to the participants cited above, this year’s predictions stem from keynote speakers, authors, consultants and experts across a variety of marketing disciplines. A few of these include:
- Tamara McCleary, Chief Executive Officer, Thulium.co
- Michael Brenner, Chief Executive Officer, Marketing Insider Group
- Lee Odden, Chief Executive Officer, TopRank Marketing
- Mark Schaefer, Executive Director, Schaefer Marketing Solutions
- Gini Dietrich, Founder and Author, Spin Sucks
- Matt Heinz, President, Heinz Marketing
PAN’s top priority when conducting outreach for this year’s predictions was to create a forum for discussion around upcoming trends and to provide marketers with the highest level of thought leadership from the industry’s most knowledgeable sources. The campaign’s reach and the firm’s ability to continue engaging with experts in the field further supports PAN’s mission to be a go-to resource for B2B brands seeking strategic integrated marketing and PR counsel.