Enterprise marketing buyer intelligence helps martech providers, agencies and marketing solution vendors prepare for conversations with CMOs and senior marketing decision-makers. Use these guides to connect your proposition to a defined customer, measurement or marketing operations problem and the evidence needed to evaluate it.
The Leadership Board’s Enterprise Marketing Buyer Intelligence turns recurring themes from senior enterprise marketing conversations into practical guidance for agencies, martech providers and solution vendors that want to earn access, shortlist consideration and budget.
Where enterprise marketing investment is moving
The strongest buying signals consistently sit across four connected areas: AI adoption and governance, customer experience and personalisation, measurement and commercial value, and the way enterprise marketing teams evaluate technology vendors.
Enterprise marketing AI
Understand how CMOs are evaluating AI governance, trust, workforce capability and measurable return before they expand investment.
Customer experience and personalisation
See how enterprise buyers are balancing journey orchestration, relevance, privacy, customer trust and operational complexity.
Marketing measurement and commercial value
Explore the proof points that connect marketing investment to revenue, attribution, business outcomes and board-level confidence.
Enterprise marketing technology buying
Learn how enterprise CMOs evaluate vendors, why martech deals stall and what providers need to prove to stay on the shortlist.
Buyer intelligence for vendors, not generic marketing theory
Our buyer intelligence is informed by ongoing conversations with senior enterprise leaders through roundtables and leadership communities. The purpose is simple: help vendors understand the problems enterprise marketing teams are actually trying to solve and enter the conversation with more relevance.
How to use these guides when selling to enterprise CMOs
- Start with the buying problem: customer retention, personalisation, measurement or the practical use of AI. Choose the guide that matches your use case before developing a broad platform pitch.
- Prepare evidence for that use case: the starting position, the proposed change, the measurement method and the integration or governance requirements.
- Use the marketing technology buying guides to consider the wider decision: who owns the outcome, who must approve the work and what would justify progressing beyond a pilot.
Planning conversations with enterprise marketing buyers? Explore the Marketing programme calendar, then speak to us about the audience and commercial challenge your team wants to address.