Gayle Nixon, a multiple-time B2B CMO with 20+ years of experience, shares her insights on why CMOs need to be great forecasters and how she has flipped the traditional marketing attribution model. Instead of looking at marketing results after the fact, she focuses on predicting marketing spend and ROI before implementing any tactics.
John Golden, CMO and Chief Strategy Officer of Pipeliner, brings a unique perspective having held leadership roles from CEO to sales, marketing, and strategy. His experience allows him to shed light on the importance of aligning sales and marketing, questioning assumptions, and finding the right balance between long-term brand building and short-term revenue generation.
Introducing David Howard, VP of Marketing at Buzzboard. With a background in demand gen and big data, David prioritizes getting things done in marketing with limited resources. He emphasizes the importance of backward planning, using abstracts as planning tools, and creating a matrix to identify content gaps.
Jill Ransome, a 2x B2B CMO, discusses alignment and strategic thinking when looking for a new CMO position. She talks about the high turnover rate of B2B CMOs and the need to interview companies as much as they interview you and ensure alignment with your beliefs on the true role of a CMO in adding value to the organization.
In today's competitive landscape, winning buyers' time is essential for success. Marketers need strategies to grab their attention, as buyers conduct 70% of their research before engaging with a company. Jessica Zall, CMO of Percent, draws on her 20+ years in B2B and B2C marketing to share invaluable insights on this topic.