Did you know the coyote is one of the most adaptable animals in the world? There’s a reason you might come across this canine species in any number of different settings, from prairies to mountains to forests to cities. They have amazing flexibility in terms of diet, habitat and social factors.
Professionals everywhere should be embracing their inner coyote this year. (Howling at moon optional.) LinkedIn’s new research around the Most In-Demand Skills of 2024 identified adaptability as the top “skill of the moment,” which saw the biggest surge in demand year-over-year. Marketers recognize more than most the value of staying agile and resourceful.
“I think in a moment of big change like we’re living through now, the thing we all most want is not just a way to understand it but a way to manage it,” says LinkedIn VP Aneesh Raman. “And at the core of that right now is just going to be building that muscle of adaptability.”
To help you stay adaptable, the LinkedIn Collective is bringing together experts for a panel discussion around Emerging Trends & Technologies for B2B Growth in 2024. Register now and tune into the live broadcast coming up on Friday, February 16th! In the meantime, here’s a rundown of top content for B2B marketers this week.
What to Read
Revolutionize B2B Growth: Embrace New Buying Patterns or Risk Being Left Behind (LinkedIn Collective): “As part of a team of B2B specialists managing 9-figure digital media investments annually,” shares David Harney, “I see the good, the bad, and the dirty across B2B and SaaS – the reality is that most brands are leaving incremental revenue on the table by not adapting fast enough.”
Brand Differentiation: Key to B2B Marketing Success (CMSWire): Great marketing isn’t just showing people why your brand is great, says Jason Ball; it’s showing them why you’re different.
B2B Tech Marketers' Budget Expectations for 2024 (MarketingProfs): Ayaz Nanji shares some positive news via new 10Fold research, which found that nearly three in four B2B technology firms are expecting budget increases this year.
Did Martech Break B2B Marketing? (Martech): This interesting exploration from Bolaji Oyejidge traces the journey of marketing technology back to its origins, as he wonders if we're at a crossroads with the onset of AI.
Trending Products for Web and Graphic Designers (LinkedIn Collective): Designers are staying adaptable by harnessing these popular tools to collaborate and create.
What to Watch
A B2B Marketing Masterclass with PwC's Global CMO, Antonia Wade
In this recent episode of Uncensored CMO, Jon Evans interviews Antonia Wade for a lengthy dive into timely B2B marketing topics, including:
- Why brand and reputation are so important
- Turning marketing from cost center to profit center
- Rethinking the marketing funnel (reaching horizon scanners, explorers and hunters)
You can watch the full hour-long discussion or skip to specific topics in the episode description.
What to Know
The business market for B2B ecommerce grew 17% in 2023, according to new analysis from Digital Commerce 360. The growth stands in sharp contrast to manufacturing and distribution sales, which stayed flat last year.
Make sure to follow the LinkedIn Collective for more insights.
Topics: Trends, tips, and best practices
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