4 Skillsets Every B2B Marketing Leader Needs Now

In a world where more CMOs are fighting for their jobs, marketing teams have had to adjust to a downcycle, contending with both budget cuts and staff reductions. Still, they are being asked to do more with less. According to the Fall 2023 CMO Survey, 41.4% of marketers are facing pressure to drive revenue growth, up nearly 10% from 2020. This aligns with the report’s top challenge for marketing leaders: “demonstrating the impact of marketing actions on financial outcomes.”

With so much on their plates, it's no wonder that upskilling and continuous learning have become essential. As a performance marketing agency with inside perspective into what’s making an impact on our industry now, here are four skillsets and traits that our experience tells us are critical for B2B marketing leaders today:

1. AI Savvy: It’s no surprise that AI is at the forefront of what today’s marketing leaders need to critically understand. Digital Marketing Institute’s (DMI) Insights survey indicates that the most in-demand skills marketers are looking to develop in 2024 are AI, marketing strategy, SEO and content creation. A separate DMI poll found 85% of marketers surveyed believe AI will enhance their work, with another DMI members survey citing that the top benefits for integrating AI include automating routine tasks (68%), improving customer experience (46%), enhancing targeting and personalization (45%), and enabling predictive analytics (39%). Most see AI as an aid and support rather than an altogether replacement, with just 6% of marketers fearing AI could make their role redundant or believing it may take their job.

2. Adaptability: Executives at B2B marketing agencies say adaptability is the most important skill for their team members to have, according to B2B Marketing Benchmark research from LinkedIn. The report was based on data from a survey of 2,000 executives globally, a subset of whom work for B2B marketing/advertising agencies. B2B agency leaders say they seek out professionals who can rise to today’s challenges with agility and adaptability along with good problem solving skills and the capability to be both an innovative and strategic thinker.

3. Digitally Strong: According to LinkedIn’s article, “The Nine Defining Traits of Tomorrow’s B2B Marketing Superstar,” data analysis is the number one digital skill now being added to LinkedIn profiles globally. From predictive analytics to data visualization and more, marketers must have a solid grasp of digital and data and must know how to “put the right measurement systems and technologies in place.” They must also be “technology trailblazers” who aren’t afraid to be early adopters and evangelists while gaining “comfort and understanding” with the tools they deploy.

4. Adept at the Three C’s – Creative, Collaboration & Culture: Marketing leaders must be well-rounded. A deep understanding of all things creative has always been a part of the role, with the LinkedIn article saying that marketers must know how to make their brand stand out in a crowded marketplace. They do this primarily through visual storytelling, without fear of being experimental and innovative. Excellent collaborative skills and the ability to work cross-functionally across teams are also essential to success. And last but not least, true marketing leaders evangelize authentic diversity, equity and inclusion practices both internally and externally. They are visionaries who serve as change agents across their companies, according to LinkedIn.

What traits do you value most in B2B marketing leaders? Reach out to our team for feedback on how we can assist you in making your budget go farther – whether it’s building upon your team’s skillsets or sharing our expertise to empower you to elevate marketing-driven revenue and ROI.