The CMO's Guide to Everything

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.

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.

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.  

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.

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 building on the strengths of the team, innovating together with customers, and allowing ‘design thinking’ to guide marketing strategy.  

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 keys to success in a rebranding strategy.   

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 episode, he offers deep perspective on how traditional initiatives must change to realize the most ROI.   

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.