What's New in B2B Marketing This Week?

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Welcome.

Welcome to the first edition of “Behind The CMO”.  Behind The CMO is your inside track on what it takes to run high-performing marketing teams and stay on top of industry trends. This newsletter is built by marketers for marketers. We’re here to help you cut through the noise and focus on what truly drives results for you and your team.

Each week, we’ll feature a mix of content, including curated industry insights , thought leadership from top executives, and exclusive interviews with marketers who are shaping the future of our industry. 

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What's New In Marketing This Week

Don’t Put All Your Eggs in One Basket

Summary

TikTok dominated 2024’s short-form video game, with U.S. users spending 55% of their app time glued to its addictive content, leaving Instagram Reels (37%) and YouTube Shorts (26%) fighting for scraps. The app topped download charts, but rivals are circling as TikTok faces political uncertainty.

Why this matters

Short-form video is the advertising darling—high engagement, bite-sized storytelling, and endless scrollability. TikTok's grip on the market means massive ad dollars, but its vulnerability could create an opening for competitors to steal share and users. CMOs should watch this space closely to stay ahead. 

Takeaway:

TikTok’s creative edge keeps it at the top, but competitors are closing in like sharks sensing blood. For marketers, it’s time to diversify your short-form video strategy—TikTok’s throne is sturdy but not invincible. Adaptability wins the race.

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Future-Proofing Your Marketing with AI

Summary

AI is the secret sauce driving marketing growth, with top performers seeing revenue jumps 60% higher than their lagging peers. The leaders aren’t dabbling—they’ve mastered AI across measurement, media, creative, and processes, moving from “let’s try this” to “this runs the show.”

Why this matters

In marketing, standing still is moving backward. AI is no longer a “nice-to-have”; it’s the difference between thriving and merely surviving. For CMOs, it’s the fastest way to personalize at scale, make smarter decisions, and outpace competitors still fumbling with spreadsheets.

Takeaway:

If your marketing plan doesn’t have AI front and center, it’s time to rethink the strategy. The leaders are building smarter campaigns and bigger bottom lines by letting AI do the heavy lifting. Don’t get stuck playing catch-up—start small, but scale fast.

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Empowering Your Team with Data Skills 

Summary

In today's data-driven marketing landscape, relying on a select few "data gatekeepers" can bottleneck decision-making and stifle team potential. Empowering your entire marketing team with data literacy—through accessible education and engaging storytelling—breaks down silos and fosters agility. 

Why This Matters

When only a handful of experts hold the keys to data insights, your marketing efforts can become sluggish and fragmented. Cultivating a data-savvy team ensures faster decisions, cohesive strategies, and a more dynamic response to market changes.

Takeaway

Data shouldn't be an exclusive club. By democratizing data understanding, you're not just enhancing individual skills but supercharging your entire marketing operation. Invest in training and clear communication to turn data into your team's universal language.

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Thank You For Joining Us

Success in marketing comes down to adaptability, smart tech adoption, and investing in a sharp, capable team. Whether it's exploring new channels, implementing AI, or upskilling your team, the small moves you make today will fuel tomorrow's big wins.

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— Behind the CMO Team