Marissa Pick

After a year of collective belt tightening across B2B tech, now is the time to double down on your investment in top of funnel brand awareness. New research from TrustRadius and Pavilion indicates that while 2023 had buyers focusing mainly on the potential ROI of their purchases ("prove it or lose it"), in 2024, buyers are leaning more heavily on trust, transparency and brand when making decisions. But there's a disconnect. Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their discretionary marketing spend toward top-of-funnel brand awareness initiatives (an average of 38%) and more to demand generation (an average of 53%). The full report will be officially published on June 10, but I've got a sneak peek for you 😉 . Check it out below to get all the data ⤵ and learn why now is the time to double down on brand. #marketing #brandawareness #kathleenhq

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The marketing org chart is evolving for the AI age. CMOs are reimagining their teams and processes to harness the power of artificial intelligence. New roles like AI Ethics Officer and Augmented Insights Manager are cropping up to ensure AI is used responsibly and effectively. Rigid silos are giving way to agile, cross-functional pods that enable seamless collaboration between humans and AI. These org charts of the future reveal marketing's metamorphosis as it adapts to an AI-driven world. I believe having an AI-fluent, agile marketing organization will be a major competitive differentiator going forward. It will be fascinating to see which new marketing roles and team structures become the norm in the coming years. Which potential new marketing roles or restructured teams do you think will have the biggest impact? https://lnkd.in/giT7evyq ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

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Have you thought about how #AI is transforming paid search? It can help better target buyers, but also requires higher quality, more customized ads and content. The team at Alloy put together some great tips on how to strike the balance: https://lnkd.in/eyBfyw2Q

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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FYI this download contains a snapshot of the proprietary research I collabed with sparks & honey on for my book about #responsiblemarketing! Check it out and await the full drop which will be unveiled in the book in partnership with Kogan Page Publishing!

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Some thoughts on audience and Audience-First communications...Company-First -- corporate announcements, etc -- has its place, but is mostly what we call "communications compliance"...the stuff you have to announce...Audience-First is about what your customers, markets and other stakeholders want to know and learn...and how you grow brand and market awareness!

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We are in an era where the modern marketer can be a change agent in their organization. More proof of this power to lead through transformation: https://lnkd.in/eic-sbiD #marketingleadership #integratedmarketing #transformativeleaders #modernmarketing ::  Want more marketing::magic? Follow me & click the bell (🔔) on my profile to see new posts! 🟧 Happy marketing! 🟧 

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🎙️ Want to supercharge your B2B engagement through #influencers to generate real commerical return? Tune in to our podcast with Amy Searle and PepsiCo's Mike C. on leveraging #B2Binfluencers to reach #trade and #retail audiences effectively. A big thank you to Maja Pawinska Sims and PRovoke Media for the coverage! 🙏 #Podcast #Marketing #B2B #InfluencerMarketing #RetailMarketing #TradeMarketing

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