Trends by Function: Marketing

Each year, Business Talent Group releases the High-End Independent Talent Report, looking across industries and business functions to analyze how business leaders deploy top independent talent to fill critical skill, expertise, and leadership gaps. Here are the key marketing trends for 2022.

In 2022, marketing leaders are aiming to drive growth in existing businesses, make a splash with new products, and reach customers where they are. To achieve those goals, they’re turning to independent experts to help develop and execute effective product launch, market access, and digital marketing strategies—and to capture the data and market insights that inform them.


2022 Marketing Trends - Independent Talent Project Categories pie chart

85% Strategy
6% Operations
4% Transformation
3% Interim Leadership
2% Organization



Marketing and Sales

Product Strategy and Launch

Growth Strategy

Business Intelligence and Analytics

Business Processes

Opportunity Assessment


Market Access and Value

Digital Marketing

Project Management

Market Landscape and Research

Brand Strategy

Growth Strategy

Strategic Planning

B2B Marketing


  • Create, execute, and optimize HCP digital marketing campaigns
  • Support pre- and post-launch marketing activities, manage agency relations, and design and execute patient marketing materials for a new indication
  • Identify, design, and deploy KPIs to measure brand loyalty
  • Develop a go-to-market plan for an upcoming product launch
  • Evaluate current ecommerce model and set a strategy to migrate four brands from a free model to a paid subscription model


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Trends by Function: Operations
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