As trusted partners, marketing agencies must be proactive and adapt. They must transform alongside the shifting role of the CMO to meet their changing demands and go beyond the ‘collaborative partner’ approach.
The ever-increasingly complex world of global B2B markets requires a convergence of three core disciplines – the three C’s – and, if marketing agencies are to survive the future, these must become gospel.
The three C’s of B2B marketing
The CMO role has evolved to cover a vast remit. As such, today’s leading B2B marketing agencies are expected to demonstrate expertise across three critical areas:
Today’s B2B CMOs require expert consultancy, strategic guidance, creativity and execution across brand and demand activity – an ideal partner will understand the combined power of brand and demand, whilst holding the expertise to execute through direct and indirect sales, spanning all marketing channels, and across multiple geographies concurrently; all whilst adapting the proposition, messaging, creative and approach to meet the needs of differing audiences.
A step beyond ‘creativity’ – today’s leading B2B marketing agencies must be global business consultants; able to advise on market opportunities, go-to-market strategies, and understand the reality of evolving business models like partner ecosystems.
Add to this, an appreciation of wider business challenges, including talent acquisition and retention, supply chain management, ESG and sustainability topics, an understanding of global corporate structures, risk and compliance, and an appreciation of the intricacies of investor relations.
Layer on top a deep understanding of global industries and the nuances of specific industry verticals and you’re onto a winner.