Janis Fratamico, a pioneer in relationship marketing who has spent more than 25 years building successful engagement programs with senior positions at a range of large, global organizations, talked with Rob at the 2021 ITSMA Marketing Vision conference. Janis posed a number of thought-provoking questions about executive engagement versus decision maker engagement, whether email still matters, and what makes an event successful. Janis challenges B2B marketers to think about the “zeitgeist” to create truly engaging content and asks them to be honest with themselves and stop rewarding mediocrity. She also offers advice on maintaining top standards for quality and how to leverage the power of stories to demonstrate the value of executive level programs. Buckle up – this is a fun conversation that’s sure to make all marketers think twice about how they approach their work.

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