2025 strategies | CMO insights | ABM networking event
In our latest roundtable, CMOs revealed their renewed approach to 2025's challenges: turning resource constraints into springboards for innovation. This edition of The Catalyst explores their strategic shifts, alongside success stories from leaders who've mastered doing more with less – plus a practical guide to help you achieve similar results.
Join us as we share these insights and preview our upcoming event with Demandbase, where you can network with fellow industry pioneers.
STRATEGY
CMO roundtable: Revenue strategies and navigating 2025
With flat budgets becoming the norm, CMOs identified that doing more with less is driving smarter, more agile strategies for 2025. Here's an exclusive snapshot of what was discussed at the latest roundtable:
Gone are rigid annual plans, giving way to quarterly adjustments. Digital campaigns are delivering the most ROI, and large-scale events are being replaced by strategic speaking opportunities and intimate gatherings.
On the tech front, AI adoption is purposeful and measured. While it has been embraced for backend efficiency, CMOs are keeping content creation human-centric. Looking ahead to 2025, the focus is on stronger data foundations with one leader noting "Any solution is only as good as the data powering it."
If you're looking to optimise your efforts, download the Do More with Less guide, featuring 3 marketing leaders that achieved game-changing results.
TECHNOLOGY
Complexity isn't a blocker to success
At the latest Demandbase partner event, three pillars emerged as crucial for ABM success: business readiness, intelligent intent analysis, and AI implementation.
The first place to start? Your team. While sophisticated ABM tools promise powerful insights, leading organisations are first focusing on building digital literacy across their workforce. The goal? Ensuring every team member can confidently interpret and act on data, from basic dashboard metrics to complex strategic insights.
But there's a crucial caveat: success isn't about acting on every data point. Instead, it's about developing the ability to see the bigger picture through strategic data overlays. This comprehensive view of account intelligence helps you deploy the right strategies at precisely the right moments.
Want to dive deeper? Explore our full event recap for more actionable insights.
OUR WORK
When constraints drive success From the Forrester B2B Summit to our recent CMO roundtable discussions, one theme rings clear: leading B2B marketers are finding innovative ways to deliver greater impact despite flat budgets and rising expectations.
We've identified some strategic shifts that helped our clients achieve more with less:
Process optimisation: Through streamlined lead management and smart automation, one organisation slashed lead qualification time from 7 days to just 1, doubling pipeline value within 6 months.
Data-driven efficiency: Smart channel optimisation and enhanced demand programmes are yielding remarkable results. One company reclaimed 32% of their media budget while reducing cost-per-opportunity by 68%.
Looking to achieve similar results but unsure where to start? Modern's digital audit could be your first port of call. Get in touch to find out more.
NEWS
An evening with Demandbase: drink, strategise and connectJoin us for an evening of fine wines and strategic conversations at London's Bedales Leadenhall.
Whether you're considering implementing Demandbase, seeking ABM best practice, or eager to connect with fellow ABM leaders, this sommelier-led experience offers the perfect setting.
When: Wednesday, 6th November
Time: 6:30 PM - 9:00 PM
Where: Bedales Leadenhall, London
Attending the B2B Marketing ABM conference? We're just a 10-minute stroll away – make it a perfect end to an insightful day. Limited spots available. Register your interest today.