B2B Insights: 3 Trends Every Marketing Leader Should Know

B2B marketing continues to evolve. From managing sales development teams to being accountable for pipeline generation, marketers are taking the lead in shaping the customer journey and driving their company’s go-to-market success. 

To dig even deeper into the latest B2B marketing trends, ON24 polled over a thousand marketers on how their role is changing and the challenges this shift brings. The findings demonstrate that marketers are taking on more strategic priorities, and as a result, have a greater opportunity to align, scale and optimize marketing programs. Key findings include: 

  • Clarity in pipeline ownership and reporting is a critical gap 
  • Pipeline results and engagement data are top sources for optimization
  • Marketers struggle with scaling programs but AI can be the solution

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