The growing importance of data and the legacy of the pandemic create openings for new skill sets and more women in the field.
, CMO at Coursera, says combining human-led stories with data-driven personalization and targeting is also critical because it increases the accountability of marketing and its ability to drive business results.
Anita Dorf, CMO of the Neat Company, agrees with this cultural shift from marketing being the first expense cut to becoming one of the last. At times, it can still be an uphill battle, but more often than not, successful marketing teams are proving that marketing is an essential driver of growth. Whether a focus on sustainability and the environment, diversity, or other community-level social engagement programs, all were unanimous in saying that authenticity - not platitudes - was key. Like every other aspect of our personal and professional lives, the pandemic has also changed how marketers think about the status quo.
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