The CMO’s guide to Modern Marketing

Modern marketers are creative, curious, experimental, willing to fail, and obsessed with data and tech. They work best in or with a C-suite with the same ethos.

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Find Out: Traditional or Modern Marketer?
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Making sense of modern marketing

One of marketing’s most important missions is creating a consistent, predictable, attributable pipeline to drive sales. But the demand gen playbooks that worked even two or three years ago no longer deliver the results companies need.

Email inboxes are overwhelmed by spam, so marketers turn to advertising. But an increase in channels, a proliferation of social media sites (TikTok, YouTube, Reddit, Quora, Facebook, LinkedIn, X etc) and the introduction of generative AI makes it hard for an average marketer to keep up.

With all of these different channels, variables, and rules, how do you create a single version of attribution truth the leadership team all accepts and trusts?

The making of a modern marketer

There is a small group of elite marketers who have fun with the chaos and consistently generate sourced pipeline more efficiently every year. Here are some things they have in common:

Modern Marketer

Curious, innovative, independent personalities
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Willingness to experiment
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Obsession with data
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Focus on their true buyers
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Use technology as a competitive advantage
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Optimization is a way of life
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With Metadata

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Free up time with 82% automation to focus more on things that matter
Transform good campaigns into great ones

Modern Marketers​

Thanks and appreciation to all the modern marketers who lent their expertise to framing this report.

“There is no tech in the world that can make demand gen effective if you don’t have experimental people constantly changing ads, images, creative, and messaging based on data.”
Portrait of Carlos Tobon smiling with an orange background.
Carlos Mario Tobon Camacho
Director of Demand Generation, Eightfold
“Your north star always has to be revenue. Other metrics may help you optimize and iterate, but at the end of the day, the demand gen team has to prove its contribution to NRR.”
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Corrina Owens
Chief Evangelist, Purple Cork
“Marketers really need to be Swiss army knives with expertise across many marketing disciplines in order to be successful.”
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Josh Carter
Director of Demand Generation, Pavilion

Download the CMO’s guide to Modern Marketing

Modern marketers are creative, curious, experimental, willing to fail, and obsessed with data and tech. They work best in or with a C-suite with the same ethos.

DOWNLOAD REPORT