CMOs Most Likely To Be Accountable For Growth And Brand Health
A recent Merkle report highlights that CMOs at B2B companies are more likely to be held accountable for customer growth and brand health compared to their counterparts in other sectors. While CMOs globally prioritize customer satisfaction and advocacy (54%) and customer growth (53%), B2B CMOs are 17% more likely than the average to focus on customer growth. Additionally, B2B CMOs are 6% more likely to report long-term brand health as a key responsibility, reinforcing the sector’s emphasis on sustained brand-building efforts.
Supporting this, findings from The CMO Survey reveal that B2B companies invest more in long-term brand building than B2C firms. B2C companies tend to prioritize short-term brand performance, whereas B2B marketers emphasize brand strength and growth over time. The Merkle report further confirms this, with B2B CMOs being 20% more likely than average to cite brand management as their primary role over the next 12 months, while also being 8% more likely to prioritize business growth.
This brand-building emphasis is reflected in budget allocations. According to The CMO Survey, B2B Product CMOs plan to increase brand-building spending by 9.5% over the next year, compared to 5.7% for B2C Product CMOs. Similarly, B2B Services CMOs anticipate a 6.2% rise in brand investment, outpacing their B2C counterparts at 4.8%. The investment appears to be yielding results—B2B Product companies reported a remarkable 15.2% increase in brand value over the past year, significantly higher than the 3.4% growth seen in B2C Product companies.
The data indicates a strong and growing focus on brand equity among B2B marketers, with measurable results in brand value gains. As B2B companies continue to shift resources toward long-term brand-building, the challenge will be balancing short-term business growth objectives with sustained investment in brand health.
Key Actionable Takeaways:
Prioritize Long-Term Brand Health – Invest in consistent brand-building efforts rather than focusing solely on short-term performance metrics.
Align Marketing Strategies with Business Growth – Ensure that marketing efforts contribute directly to customer growth, a key priority for B2B CMOs.
Increase Brand Investment – Follow industry trends by expanding budgets for brand-building initiatives to stay competitive.
Enhance Customer Advocacy Programs – Since customer satisfaction and advocacy are top priorities, create programs that turn customers into brand ambassadors.
Develop a Strong Brand Management Framework – With brand management being a primary focus for B2B CMOs, implement a structured approach to maintaining and growing brand equity.
Leverage Data-Driven Branding – Use analytics to measure brand value and adjust strategies to optimize long-term brand performance.
Balance Short-Term and Long-Term Goals – While growth is essential, avoid over-investing in short-term brand performance at the expense of sustained brand health.
Monitor Competitive Brand Value Trends – Keep track of how competitors are investing in brand-building and adjust marketing strategies accordingly.
Emphasize Thought Leadership and Industry Authority – Strengthen the brand by positioning the company as a trusted expert through content marketing and strategic partnerships.
Advocate for Increased Brand Budgets – Use data-driven success stories to justify greater investment in brand-building initiatives to executive leadership.
