Jon Ewing, a 3x B2B CMO, brings software, MarTech, and finance expertise. He underscores the complexity of B2B marketing attribution, advising against over-reliance on it. Ewing stresses the need to look beyond measurable metrics, advocating for experimentation and proxy measures to gauge intangible marketing success.
Fran Wilson, a seasoned B2B CMO and tech marketer of 23+ years, played a pivotal role at Red Hat, starting with 72 employees and leaving after its $4B+ acquisition by IBM. She shares key insights on go-to-market strategies and the top best practices for B2B CMOs, stressing the need to align around three to five growth priorities.
Vincent Guérin, a B2B marketing veteran with over 20 years of experience, emphasizes the significance of content in B2B marketing. He advises crafting valuable content for diverse audiences, emphasizing thought leadership to establish trust, with an 85% focus on audience-centric content and 15% on product-related content.
Elizabeth Irvine is the VP of Marketing and Customer Success at MarketMuse. Having worked at Gartner and led BDR teams, Elizabeth has a deep understanding of content strategy coming from experiences leading many internal B2B teams, emerging with diverse secrets to empower your content planning and success.
Steffen Hedebrandt, co-founder and CMO of Dream Data, a revenue attribution company, with 15+ years of B2B experience, is dedicated to data-driven marketing. He shares insights and recommendations from working with 400+ clients to connect marketing actions across the buyer's journey with revenue outcomes. His insights are both fascinating and telling to all B2B marketers.
Anil Rege, CMO of Plastic Financial Rewards, highlights hyper-personalization's significance in B2B marketing. Drawing from CPG experience, he suggests adopting B2C tactics to engage B2B customers better. Viewing B2B prospects as consumers, he stresses using data and crafting tailored content that addresses their needs.
In this interview, Aaron Ballew, CMO of Split, introduces the concept of forced learning and how it impacts marketing experimentation. He traces his journey from engineering to marketing and highlights the challenges high-growth tech firms face today. He stresses shifting to cost-efficient practices, urging marketing strategy reevaluation. Aaron cites cases of using forced learning to trim marketing costs and unlock novel insights. Through audience-oriented rethinking, he achieved a 40% marketing efficiency surge.
Neil Morrison is the Global Head of Measurement at Signal AI, who works with four of the world’s top ten consulting firms. Neil has witnessed the evolution of AI and its impact on businesses. He helps clients track their brand reputation and thought leadership content to make data-driven decisions that significantly impact the bottom line.
Monica Cooper, CMO of the Robinson School of Business, underscores the well-established B2B strategy of leveraging external influencers, specifically alumni, to authenticate graduating students' achievements. Through alumni participation in teaching, shaping the curriculum, and contributing to marketing narratives, the school effectively demonstrates its influence on students' career trajectories and their proactive preparation for success.
Vinay Nair, a former CMO with experience at companies like IBM and Microsoft, shares his insights on being a successful CMO and building strong relationships with the C-suite. Vinay has a phenomenal background as an analyst, consulting, the planning side, owning the P&L, and doubling SaaS companies from $25 to $50 million in ARR.