On this episode of How to Grow a CMO, host Alastair Hussain is joined by Claire Hockin, CMO at Splunk. 

In a fascinating discussion, Claire reflects on a career spent working across the globe, and the lessons learned from exposure to different cultural perspectives and business environments. Claire and Ali also discuss the importance of explaining the strategic ‘why’ behind marketing activities, and why fostering a sense of community within a brand is critical. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Kelly Hopping, CMO at Demandbase. 

In a wide-ranging discussion, Kelly and Ali talk about why brand identity is like a goalkeeper, what Kelly says is the fastest way to increase marketing efficiency, and how getting the ways of working right between clients and agencies is crucial in creating the best work. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Kevin Sellers, CMO at Ping Identity. 

Kevin and Ali discuss how CMOs can get their CFOs on board, and what it's like to lead marketing at a company that has transitioned from public to private. 

Kevin also recalls asking his team to break down the buyer journey for a large deal in an impressive level of detail, and shares what he learned from a memorable meeting he once had with a certain Mr. Steve Jobs. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Amy Heidersbach, CMO at DHI Group. 

Amy and Ali discuss the evolution of marketing as a discipline in recent decades, and the impact of digital transformation and the speed of decision-making in today's industry. She delves into her current role at DHI, highlighting the importance of understanding both B2C and B2B growth dynamics within a marketplace business. 

Amy also emphasizes the importance of structure and collaboration in achieving marketing goals, while providing insights on fostering effective partnerships with agencies to ensure mutual success. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Brett Hannath, CMO of Intel. 

Brett and Ali discuss the complexities of aligning marketing efforts with sales and partner organizations, emphasizing the importance of integrated campaigns, effective content, and leveraging champions within the organization for successful execution. 

Brett shares his excitement about advancements in AI and entertainment technologies, and reflects on the value of maintaining an openness to new ideas and opportunities throughout his career. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Paula Darvell, ex-CMO of Snow Software. 

Paula and Ali discuss the evolution of the approach to marketing that she led at Snow Software, a shift which contributed to a doubling of revenues and the company's successful acquisition. 

Paula also offers practical advice for marketers, stressing the importance of impact, customer focus, embracing change, and transparent communication with teams and stakeholders - including fostering strong relationships with CFOs and IT departments. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On episode four of this series of How to Grow a CMO, host Alastair Hussain is joined by CMO of Darktrace, Chris Kozup. 

In their conversation, Chris and Ali discuss the challenges of marketing in a rapidly evolving field like cybersecurity, and the importance of striking a balance between fear-based messaging and positive, forward-looking narratives. 

Chris also shares his views on leadership and the various roles of the CMO, and identifies data as a significant challenge and opportunity for marketers.

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On episode three of this series of How to Grow a CMO, host Alastair Hussain is joined by Vice President, EMEA Marketing at ServiceNow, Kirsten Cox. 

In their conversation, Kirsten and Ali discuss the importance of aligning marketing efforts with sales and understanding the language of different business functions. Kirsten emphasises the value of transparent communication, the importance of software in today’s world, and why brands should avoid the temptation to continuously re-invent the wheel in response to new technologies.  

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On the second episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by CMO at Amdocs, Gil Rosen.

Gil and Ali discuss Gil’s unexpected journey into marketing, the value of bringing a diverse set of skills and experiences to the discipline, and the importance of having the right conversations with customers.

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com

On the first episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by Vice President of Global Brand at Neste, Clara Lee. 

In a wide-ranging discussion, Clara and Ali discuss the importance of ensuring your external positioning corresponds with your actions as a brand, the importance of retaining a macro perspective on your business, and why focusing on coherence over consistency is vital when marketing across different territories. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

To see how we created a campaign for Neste, a global leader in renewable fuels, that put the afterburners on results with recall figures of 90%, read the case study: https://bit.ly/4dbCTfw