The CMO's Guide to Everything

The CMO's Guide to Everything

B2B marketing is a dynamic field, requiring creativity, innovation, and a significant amount of technology and data science to be competitive.  The CMO’s Guide to Everything focuses on the stories, successes, and lessons learned by today’s innovators. Laura Cuttill, a 20-year tech marketing veteran and serial entrepreneur, invites executives from the tech sector and marketing to discuss the implementation of marketing strategies used in B2B companies. Learn the art of fine-tuning your marketing program to craft the optimum formula for branding, demand generation, conversion, and greater ROI.

Episodes

May 5, 2021 16 min

Guest: Joel Goobich | Head of Sales and Marketing | Vestorly
 
Published author, speaker, and industry thought leader Joel Goobich shares his insights gained from 20 years of experience in video and content marketing on how to think in a disciplined way about your marketing objectives, and then leverage each asset to get the most out of it.

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A good ABM strategy requires thoughtful planning, a systematic approach, but most of all – creativity.  Formulaic outreach may have worked yesterday, but today is about personalization and genuine connections, some at scale. Join us as Andrea Clatworthy, Head of ABM for Fujitsu, shares guiding principles and inspiring anecdotes for identifying the problems we’re trying to solve and engaging prospects in genuine and relevant ways. 

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The hand-in-hand partnership of the sales and marketing function is critical to a successful account based marketing (ABM) strategy. In this episode, Michelle Liro chats with us about her experiences working with sales teams to execute effective demand generation and relationship management throughout the customer lifecycle.

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March 10, 2021 16 min

Guest: Susan Vitale | CMO | ® iCIMS 

Every touch point in the marketplace is an opportunity to reinforce your brand story, including current and potential employees. Join us as Susan Vitale shares helpful tips for maintaining consistency and authenticity in the recruiting process and organically turning employees into brand ambassadors.

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February 26, 2021 19 min

Guest: Mark Baker | Head of Marketing Operations, EMEA & APAC| Former Oracle

Measuring KPIs - the aspects of examining performance can be quite the beast to tackle. How do we know we’re using the right metrics to capture the whole picture? Mark Baker, a 17-year marketing veteran, share his approach to selecting meaningful KPIs that focus on long-term success and team unification behind shared goals.

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February 9, 2021 19 min

Guest: Jeroen Courthout | CEO | SalesFlare

The CRM is the cornerstone of the marketing program, but finding the best option in a sea of alternatives can be a daunting task. Listen to Jeroen Courthout, CEO of SalesFlare, offer insights on how to sort through the noise and tips to hone your process before ever touching software.

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January 26, 2021 18 min

Guest: Harry Rahman | CEO | Veloce Innovation 

We all know there isn’t actually a magic formula, BUT, there are certainly things that work and things that don’t. Join us as Harry Rahman, the CEO of Veloce Innovations, discusses the ups and downs of marketing at the head of an early growth phase company.  Hear the strategies he used to springboard the company to the next phase of growth.  

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Guest: Constantine Lau | Global Marketing Director | Schneider Electric 

What things have we found value from the changes in the marketing program in 2020 will continue in 2021 when life goes back to normal?  What kinds of creative thinking has this pandemic brought about? Hear Con discuss these great insights, as well as how to do less with more as we launch into the new year.

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December 28, 2020 22 min

Guest: Fabrice Buron | Chief Commercial Officer | INT., Inc. 

Customer centricity informs every great marketing strategy. Fabrice Buron is one of the industry’s leading champions of user-centric design through every touch point of the buyer’s journey. With a solid track record of applying digital marketing to companies going through digital transformation, operationalizing those strategies, Fabrice offers practical steps for buildin...

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December 28, 2020 9 min

Guest: Hal Green | Director of Marketing | Geophysical Insights 

Account-Based Marketing (ABM) is a hot topic, but how is it really different from what B2B companies have been doing for many years? And how does it mesh with traditional lead generation efforts? Hal is a marketing and sales veteran of over 40 years with continued successes staying on top of the evolution of marketing strategies and the supporting technologies. In this...

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December 28, 2020 15 min

Guest: Jaclyn Townsend | Director of Corporate Marketing | TGS 

Rebranding can lead to a new phase of business growth but is filled with potential hazards in a way that other marketing initiatives are not. Jaclyn offers insights from her 20 years of experience in public relationship, brand identity, messaging, and digital marketing initiatives in upstream oil and gas. Together, she and Laura explore the pitfalls, challenges, and key...

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December 21, 2020 50 sec

B2B marketing is a dynamic field, it requires creativity, innovation, and a significant amount of technology and data science to be competitive. In this podcast series, Laura Cuttill will invite CMOs and marketing executives from the tech and marketing sector to discuss the implementation of marketing strategies used in B2B companies.

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Mark as Played

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