Ron McMurtrie

expert panel

Content marketing is supposed to be the engine that drives brand authority and demand generation long before a sales call. On average, B2B buyers engage with 13 pieces of content at the beginning of the purchasing journey, highlighting the importance of high-quality, authentic and authoritative content. However, many marketing teams continue to crank out blogs, videos, white papers and posts to feed algorithms and fill calendars, hoping something will spark engagement. The result? Often, it’s a lot more noise with a lot less bottom-line impact. Research consistently shows that consumers value trust as highly as price and quality when making purchasing decisions—especially in B2B, where stakes for buyers can be high and strong relationships matter. With content playing an outsized role in discovery and credibility in AI-driven search, it can’t remain a supporting tactic measured by impressions and downloads. It has to connect directly to pipeline velocity, deal progression and long-term customer trust.  The members of the Senior Executive CMO Think Tank are experts in brand storytelling, digital advertising and customer engagement. Below, a group of them shares practical insights on how CMOs can transform content into a true strategic asset—one that compounds over time to drive revenue, strengthen pipeline and build durable trust.

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With Meta reportedly planning to fully automate ad creation by 2026—from copywriting and creative to targeting and placement—CMOs face a pivotal question: What’s left for human marketers? Members of the Senior Executive CMO Think Tank share their insights on the risks, rewards and redefinition of creative work in the age of AI.

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Modern consumers expect more than promises—they want proof. Members of the CMO Think Tank share what today’s most effective brands are doing to back up their values with real action, and how others can avoid performative missteps that damage trust.

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Augmented reality isn’t just a futuristic concept—it’s a practical, powerful tool for marketers looking to deepen customer engagement. Members of Senior Executive’s CMO Think Tank share how AR is transforming everything from product education to brand loyalty.

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Global brands are rethinking their marketing strategies, moving beyond simple localization to a more immersive, consumer-led approach. Instead of dictating trends, they listen, adapt and co-create with local audiences. Members of the CMO Think Tank share insights on how leading brands are blending global strategy with local nuance to win in diverse markets.