Bentley Systems appoints Cate Lochead CMO
On October 8, 2025, Bentley Systems (Nasdaq: BSY) named Cate Lochead its Chief Marketing Officer. She brings 20+ years in enterprise software with recent work across AI, data, and security. Past leadership roles include Oracle and Intuit. (Source: Bentley)
Why this CMO move matters to B2B marketers
AI is now about outcomes. In infrastructure, buyers care about time, cost, risk, and safety. Expect messaging to shift from “AI inside” to fewer defects, faster design cycles, safer operations.
Category depth wins. Infra deals are long and complex. A CMO who speaks the language of owners, EPCs, and public agencies can cut sales cycles.
Proof beats promise. Case studies, benchmarks, and analyst quotes will matter more than feature lists. If you want a simple method to build sales + marketing proof, our guide on sales‑marketing alignment that drives 42% more leads breaks it down.
Signals to watch from Bentley in 2025
Portfolio story that adds up. Digital twins, asset performance, and design tools should ladder to one clear outcome story.
Practitioner community. Expect more office hours, blueprint libraries, and field demos—formats that show value fast.
Stronger ABM by asset class. Rail vs. highways vs. water are different markets. If you’re updating messaging, start by cutting fluff; our playbook on writing copy that actually converts will help.
Use this news today
Build a 3×3 proof grid. Three buyer outcomes × three proof types (case study, benchmark, analyst quote). We teach this step‑by‑step in our AI reality check for marketers.
Protect search during big changes. If your team plans a rebrand or domain move, bookmark our domain migration SEO guide.
Career next steps. Compare comp with our 2025 Remote Marketing Salary Report, see where PMM should report in our org design guide, and skim the latest roles in our verified remote marketing jobs series.
Bottom line: Great marketing in 2025 turns complex tech into simple business math. Bentley’s hire is one more sign.
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🔐90‑day playbook to turn AI features into pipeline (copy‑ready)
Use this if you market complex software to technical buyers.