Some 79% of senior B2B marketers say they have taken on new responsibilities in the past year, according to recent research from Anteriad and Ascend2.
The report was based on data from a survey conducted in February 2025 among 466 marketing decision-makers (senior management and above) from around the world.
To stay on top of their evolving roles, respondents are reading industry research (38% say they do so), leveraging AI (38%), hiring the right talent or developing internal team skills (36%), and networking with industry peers (32%).
Senior B2B marketers say they are contributing to their organization's success by driving revenue growth through marketing initiatives (64% say so), improving customer acquisition rates (56%), enhancing brand awareness and marketing positioning (55%), and overseeing marketing technology (55%).
Respondents say their firms partner with outside vendors to tackle a range of tasks, including search engine marketing (45%), social media marketing (38%), and email marketing (33%).
About the research: The report was based on data from a survey conducted in February 2025 among 466 marketing decision-makers (senior management and above) from around the world.
