CMOs are increasingly putting the cultivation of audiences over the promotion of products in their approach to marketing.

That's the finding of an annual research study by B2B advisory firm Sirius Decisions. 

Marketing leaders cited enhancing customer experience as their main priority for the next two years. 

As part of this shift, survey respondents expected to see an increasing focus on interactive content and visual storytelling.

Ensuring best-in-class marketing for mobile devices and the creation of customer communities to boost engagement also featured high as expected trends.

The survey's focus on audience over product further highlights the increasing adoption of integrated content marketing practices over ad-based and product-first marketing.