ITSMA's 2022 State of the Marketing Profession

Presented by

Dave Munn, Chief Community Officer & President of ITSMA and Julie Schwartz, SVP, Research & Thought Leadership, ITSMA

About this talk

ITSMA’s 2022 State of the Marketing Profession briefing provides a critical look at the continued impact of the COVID-19 pandemic on marketing, and the marketing trends and priorities for 2022. The briefing with ITSMA’s Dave Munn and Julie Schwartz is based on ITSMA research, including results from the 2022 B2B Marketing Trends Survey, which reflects responses from nearly 50 senior marketing leaders from our member community. Key takeaways from the survey are: - Most marketers are prepared to take on the challenges of 2022 - Budgets and staff are increasing - Marketing is prioritizing the business objectives that matter most – the 3 Rs: Reputation, Relationships, and Revenue - We are entering a new era of brand building Nevertheless, marketers face some key challenges: - Marketing’s digital transformation - Talent acquisition, development, and retention - Ad hoc marketing enablement The bottom line for marketers this year? Make 2022 the year to raise your game in marketing enablement.
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With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships. We are a world-leading B2B growth consultancy. As pioneers of account-based marketing (ABM), we enable you to embed a customer-first mindset, truly understand your markets, and build the right capabilities.