Marketing's Imperative in the Experience Era

Over the last five years, B2B tech buyers’ preference for digital engagement across their journey has risen substantially. Almost three quarters of buyers are embracing GenAI to act as intermediaries between themselves and brands, 20% are using AI chatbots to search for information, yet 50% of mid-market tech marketers are in a “wait and see” mode or still in AI experimentation phase.   The global CMO priorities study reveals that a new customer acquisition strategy is the top expectation of marketing by the C-Suite.  It is critical for mid-market tech CMOs to identify the most effective strategy and tactics for 2025. 

In this session, you will gain:

• A comprehensive understanding of global mid-market tech CMO priorities in 2025 

• Why Gen AI is necessary to serve B2B buyer expectations 

• Marketing use cases with the highest impact & benefit from Gen AI 

• Preparing for the next era of marketing: 

  • MarTech readiness – the importance of a solid data foundation 

  • Trusted Marketing Policies & Practices 

  • Skillsets and New Organizational Models 

  • Digital Engagement and Orchestration