Megan Howe, the Chief Sales Officer at Oversight, discusses the importance of getting marketing more involved in sales. She emphasizes aligning sales and marketing efforts to exceed new customer acquisition targets. Megan also highlights the value of incorporating the customer's voice into marketing efforts and the importance of open dialogue and collaboration between sales and marketing teams.
In this 4:34 summary video with Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, she explains why account-centric content is the new account-based marketing. "Content is the new ABM because the same diligence that was used to target high-value accounts needs to be applied to go beyond the targeting." - Barbie Mattie
Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.
In this 4:44 video, Mark Stouse, former CMO and now CEO of Proof Analytics, discusses the time lag problem in B2B marketing and its challenges for CMOs. He shares insights from a research project where the analysis revealed that 4 out of 5 firings were unjustified.
Mark Stouse is the former CMO of a large enterprise organization and the current CEO of Proof Analytics, a software analytics company. Mark discusses the importance of being a data-driven CMO and how most CMOs do it wrong. He emphasizes that data is always about the past and not predictive of the future, making it crucial for marketers to focus on forecasting and understanding causality. He also shares insights from his interviews with CEOs and CFOs, highlighting their frustrations with marketing. He concludes by discussing the time lag in B2B marketing and the importance of using analytics to prove the value of marketing investments.
In this 4:11 video with James Krouse, he offers valuable insights and challenging assumptions to engage in meaningful conversations as thought leaders who can shape the industry's direction and drive business success.
James Krouse, CMO of Eastridge Staffing Solutions, emphasizes shifting B2B marketing from product focus to educating and supporting buyers. He demonstrates how his company has successfully challenged the narrative, emphasizing thought leadership, trust, and engagement. Krouse advocates for B2B marketers to adopt innovative approaches and storytelling to highlight their expertise and expedite the sales process.
In this 4:34 video with Eric Steele, he explains how the future of the B2B revenue engine lies in total alignment and brand equity. As B2B buyers become more empowered and knowledgeable, it is essential for companies to create a seamless alignment between sales, marketing, and customer success.
Eric Steele, the CRO at Source Advisors and a 15-year veteran at Forrester, stresses that the future of the B2B revenue engine lies in total alignment and strong brand equity. As B2B buyers become more empowered and knowledgeable, it is essential for companies to create a seamless alignment between sales, marketing, and customer success. This alignment not only ensures a consistent and valuable customer experience but also drives growth and success for the business as a whole.
In this 4:48 video, Jonathan Symonds advocates for thought leadership that educates and challenges norms, shifts B2B buyers’ perspectives, reframes the conversation, and stands out through creative tension and outside validation—without radically changing existing worldviews.