CMOs Discuss What 2012 Holds for Business-to-Business Technology Marketing

As 2011 drew to a close, Arketi Group hosted the fifth annual Atlanta High-Tech CMO Roundtable, as well as the first such Roundtable for High-Tech CMOs in the Raleigh-Durham area.

In all, some 60 marketing executives from leading technology companies across the Southeast gathered to discuss the current and future state of marketing within the business-to-business technology sector.

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BtoB Benchmark:
Average BtoB webinar registration: 250-350 people

Average attendance rate: 40-50 percent

Average time spent viewing a BtoB webinar: 38 minutes
Take Away
Break the mold and consider holding 30 minute webinars not 60 minute ones. This will help to ensure your message is heard.

Also, follow-up with a webinar replay link to those who registered but did not attend. Want more?


The roundtables were divided into two sessions. In the first, participants were asked to discuss the outlook for their industries in general, and their organizations in particular; how they saw their marketing budgets, goals and priorities for 2012; and what they viewed as the challenges in the coming year.

While opinions varied, occasionally quite widely, some consistent themes emerged:

  • Doing more with less – even for those who anticipated a marketing budget increase
  • Putting the buyer’s needs first – as a way to avoid “prospect fatigue”
  • Balancing the marketing mix – while experimenting with new tactics
  • Making metrics matter – and learning from the results
  • Content marketing and social marketing – overlap or convergence?

-> more after the jump

in the News
CMO White Paper
PrimeRevenue Selects Arketi as AOR

MediKeeper Selects Arketi for Marketing Engagement

Knowlagent Selects Arketi as Agency of Record

Semprius Names Arketi AOR
DOWNLOAD your advance copy of The Outlook for Business-to-Business Technology Marketing in 2012 here.

Core subscribers are being given a sneak peak at the proceedings from this event, which are scheduled to be released publicly next month. We encourage you to download an advance copy of The Outlook for Business-to-Business Technology Marketing in 2012, and let us know what you think about the topics discussed and the trends that emerged.

Arketi Group

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