Tech CMOs Shift Advertising Efforts to The Digital Relationship


The brightest minds in technology marketing have paved an advanced path for future social media marketing activities

Interviews with technical CMOs and marketers from big brands show a shift in marketing focus

After extensive interviews with CMOs of major technology brands, five trends emerged that show a shift in focus from lead generation to building digital relationships. The 50+ page Technology CMO Outlook Report provides deep insights and reflections from marketing leaders to understand how they helped not only overcome unprecedented challenges, but unlock the business value and opportunities from it.

Copy House and the Immediate Future have worked together to interview CMOs and marketers from brands like Adobe, Worldpay, Siemens and SAP. The in-depth look reveals five core trends in marketing that show a shift in approach. As said several times by contributors, “There is a tendency to serve, not sell”

Kathryn Strachan, MD at Copy House, said, “The change in direction, mainly driven by the pandemic, has resulted in marketers aligning themselves more closely with customers and sales teams. The need to compensate for canceled events and switch from promotional content to more helpful content is fundamentally changing the approach to marketing: refocusing efforts on delivering meaningful value that makes the audience’s life easier and reduces some of their stress by focusing on the Solution of weak points concentrated. “.

Conversations revealed the need to build stronger and better customer relationships. New approaches were also identified – the likely permanent transition to more hybrid-led events; the major re-evaluation of the martech stack; and the desire to slow down and be empathetic to customers. During the discussions it was clear that social media would play an important role in their plans for the coming year.

Colin Jacobs, Managing Director for Immediate Future, says, “The brightest minds in technology marketing have paved an advanced path for future social media marketing activities. Because marketers recognize the importance of learning from human behavior and data, they deliver contextual storytelling across a range of assets and have sparked and nurtured customers by providing “relevance at scale”.

Jacobs sees a significant focus on excellence and best practice in the social field: “There is strong support for quality over quantity that cuts through social noise and builds closer, more personal customer relationships. To create content that your audience cares about and engages with, you can’t just take apart a white paper and clutter up a few “Try It Now” or “Learn More” posts. This is lazy and boring social content – and it is clear by these leading marketers that success is taking social media marketing seriously and making an effort to break the social boredom! ”.

The Technology CMO Outlook report is available for download free of charge at


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