CORE
March 2025
That’s not an exaggeration. Buyers are more informed than ever, spending up to 80% of their decision-making process researching before they even engage with a vendor. That means scattered, one-off marketing tactics, what we and Honeywell CMO Ron McMurtrie call random acts of marketing, no longer resonate with the modern buyer.
In our recent LinkedIn Live conversation with Ron, we discussed what comes next: a shift to intentional, customer-centric marketing strategies that meet buyers where they are, not where brands want them to be.
This month’s edition of Core expands on those insights, offering a deeper look into how marketers can transition from interruption-based tactics to strategic, customer-centric engagement. And if you missed our conversation with Ron, you can access the full recording here.
Our collaborative campaign with Cox Communications is shortlisted for this year’s PRSA Silver Anvil Awards, recognizing excellence in strategic public relations. Join us in celebrating this fantastic achievement as we prepare for the Anvil Awards ceremony on May 15!
For years, marketing success was measured by volume – more marketing activities, more leads, more impressions, more clicks. But if those activities and numbers don’t translate to real engagement, what’s the point? The reality for marketers today is that leaders care less about sheer output and more about marketing’s direct contribution to business growth.
Today’s focus is on creating marketing movements, or integrated, customer-first strategies designed to build engagement and drive real pipeline growth to accelerate sales. That means moving away from vanity metrics and instead tracking:
This requires us as marketers to shift away from the numbers game to proving measurements that track to how marketing generates revenue.
If marketing is moving away from interruption marketing – or more specifically, those one-off random acts of marketing – what takes its place? One strong example is content that educates, informs, and builds trust.
Successful marketers align their content with where buyers are in their journey. At the top of the funnel, thought leadership, research, and insights help buyers make sense of their challenges. As they move closer to a decision, case studies and real-world proof points are viable as they demonstrate how other brands have solved similar challenges.
And let’s not forget the Rule of 7: If a piece of content isn’t being used in multiple ways, whether its webinars, blog posts, social snippets, videos, sales tools, bylines, or ebooks, it’s full potential isn’t being realized. Marketers who maximize content extend its reach and impact.
Interested in a deeper look at our trends and how they apply to your 2025 marketing strategy? Then you need Arketi Eats!
Arketi Eats is a fast-paced, 25-minute session where we unpack each of our Top 10 B2B Marketing Trends. We’ll share real-world examples of our trends in action, insights from our 18th Annual Tech CMO Roundtable, and practical tips tailored to help your team achieve its 2025 goals. Whether we host a virtual walkthrough or visit your office for an in-person lunch and learn, Arketi will deliver the knowledge… and the refreshments!
Today’s best marketing isn’t about broadcasting. It’s about listening. Martech and intent data give us unprecedented insight into what buyers need before they even ask. By analyzing engagement signals, marketers can anticipate questions, serve up relevant content, and engage prospects at the right moment.
But this isn’t just automation; it’s about blending science with creativity. Data can guide us, but gut instinct and strategic thinking still play a critical role. Knowing when to personalize, when to automate, and when to engage directly is what separates great marketing from just more marketing.
Marketing’s role isn’t just to generate transactions. It’s to build real connections. Buyers don’t want to be sold to; they want to be understood.
As Ron McMurtrie put it: Stay curious, stay engaged, and never lose sight of the customer. Because in a world where buyers are in control, the brands that focus on relevance, value, and trust will be the ones that win.
Join us on Thursday, March 20, at 1:30 p.m. ET for our next episode of Arketi Live in ’25: Marketing is All Dials, featuring Arketi Vice President Dan Earle and Deposco CMO Todd Craig. This discussion will explore how marketing leaders can refine their approach to drive measurable business impact.
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Revisiting the Rule of SevenWHERE MARKETING GENERATES REVENUE
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