In this thought leadership article, we explore Mariana’s transformative approach that earned her Forrester’s Program of the Year at PTC, discussing her philosophy of achieving marketing success by thinking like an investment banker. 

The conversation covers her strategic alignment with sales, maximizing the quality of leads, and her human-to-human (H2H) marketing approach. We’ll also delve into how Mariana tackled PTC’s marketing challenges—broad targeting, insufficient account intelligence, and lack of customer focus—by using marketing tools and strategies, boosting sales efficiency and revenue. The episode emphasizes team empowerment, structural changes, and authentic B2B content.

“We need to start thinking more like investment bankers, in the sense that we must pay much closer attention to conversion rates. It’s not just about generating large volumes of leads and MQLs; it’s about the quality of the pipeline.” – Mariana Cogan

Key Takeaways:

• The need for marketing and sales to work closely together emphasizes better-quality leads and ultimately higher success rates.
• Focusing on the quality of leads rather than the quantity leads to better conversion rates and operational efficiencies.
• The episode underscores the expanding role of the CMO, highlighting the need for organizational, structural, and procedural changes to achieve marketing success.
• A customer-centric approach champions the view of B2B as H2H, concentrating on building authentic and human connections through content.
• Empowering the team and building trust within the organization are crucial steps for effectively implementing strategic changes and fostering a collaborative environment.

Listen to the full podcast or watch it on YouTube directly below.

Article: “CMOs: How to Achieve Success by Thinking Like an Investment Banker”

From a podcast interview with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence

Moving Beyond Traditional Marketing Roles

In today’s rapidly evolving B2B landscape, the role of the Chief Marketing Officer (CMO) is undergoing a significant evolution. As depicted in our insightful conversation with Mariana Cogan, a CMO needs to transcend the traditional confines of marketing and adopt a holistic approach akin to that of an investment banker. This transition involves deeply understanding conversion rates, customer personas, and the broader organizational structure.

Mariana emphasizes the need for CMOs to engage deeply with all aspects of the organization, from sales to IT and finance, advocating for cross-functional alignment to drive marketing success. Reflecting on her experience at PTC, she highlights how aligning marketing with sales and leveraging tools like 6sense led to a $20 million return on a pilot program, showcasing the power of collaboration.

The Rise of the Chief Market Officer

Another significant theme from the discussion is the evolving role of the Chief Marketing Officer into the Chief Market Officer, reflecting the broader responsibilities CMOs now face. In today’s market, CMOs must focus on content and customer interactions as central to revenue generation, moving beyond traditional marketing tasks to strategically align with the entire business. This shift requires embedding marketing deeply within the organization to ensure every action is customer-centric and adds measurable value.

Mariana emphasizes the importance of this transition, noting that CMOs must prioritize pipeline quality over quantity. She argues that the role is no longer just about generating conversations but about building a strong, trust-based pipeline that supports business growth. By thinking cohesively about the business, CMOs can help ensure that marketing efforts are not only impactful but also integral to the organization’s success.

Authenticity in Content Creation

The autonomy of today’s B2B buyers demands a shift towards more genuine, human-centered content, a concept that Mariana strongly advocates. She emphasizes that B2B marketing should now be viewed as “H2H”—Human to Human—highlighting the need to engage with buyers as individuals rather than just corporate entities. She argues that the era of impersonal, brochure-like content is over; modern buyers seek authentic conversations that build trust and show a deep understanding of their needs.

This shift requires a democratization of content creation, where everyone in the organization plays a role in crafting an authentic brand image. Mariana underscores this by stating that if public figures like Kim Kardashian are creating content, then every team member should be contributing as well. This inclusive approach ensures that diverse voices are heard, making the brand more relatable and fostering greater trust with the audience.

Conclusion

In conclusion, as CMOs embrace their expanded roles, they must adeptly navigate the evolving B2B marketing landscape. This requires understanding shifts in buyer behavior, leveraging emerging technologies, and cultivating a collaborative culture within the organization. Mariana Cogan’s insights offer a guide for CMOs to make this transition by aligning with sales, adopting a holistic business approach, and prioritizing authentic content.

By thinking like investment bankers and redefining themselves as Chief Market Officers, CMOs can play a crucial role in shaping their organizations’ futures. Their success will hinge not just on generating leads but on building meaningful relationships and fostering long-term customer loyalty. This comprehensive approach is essential for businesses to thrive in today’s market and sustain success moving forward.