Post-event: Tech Heads – The Sleepless CMO
Our annual Tech Heads survey of marketing directors and business buyers reveals that B2B CMOs are six times more likely to lose sleep than gain it in 2016, in comparison to previous years.
The stat is one of the findings from Tech Heads – The Sleepless CMO, and the reasons for the Sleepless CMO trend are varied, with responsibilities such as working late and balancing data and creativity all playing a part.
The biggest cause of sleeplessness in CMO is competitive threat though.
92% of Sleepless CMOs say competition has increased pressure to hit targets, and 90% say they are having to be more creative to compete.
Meanwhile 54% of B2B buyers are taking longer to make purchasing decisions than they did 12 months ago
The research report, Tech Heads – The Sleepless CMO, was launched last Thursday at an event at Home House, one of London’s most exclusive members’ clubs.
The launch was attended by senior marketers from the B2B, tech, and professional services industries, and even featured a sleepless Chief Marketing Officer as part of the promotion:
Post-presentation and our CMOs are now far from sleepless #sleeplessCMO pic.twitter.com/OFAZQC4R5f
— WeAreOctopusGroup (@WeAreOctopusGrp) 12 May 2016
Our Client Strategy Director, Billy Hamilton-Stent gave a presentation on the key findings from this year’s Tech report. Billy’s key note was followed by a panel discussion with the number one social selling pioneer Tim Hughes, B2B Marketing’s Editor-in-Chief Joel Harrison, and Demandbase’s Regional VP EMEA Paul Gibson. The discussion included a Q&A session with the audience and explored what this year’s data means for CMOs, and what senior marketers need to do to engage their buyers and shorten the decision-making process.
Factors that make decision making more complex #summitchat #sie2016 #sleeplesscmo @weareoc… https://t.co/pDIHF6grzr pic.twitter.com/pVh7mfSF44 — Tim Hughes (@Timothy_Hughes) 12 May 2016
For more insight on data trends for buyers and CMOs in B2B, download Tech Heads – The Sleepless CMO
