The pandemic has forced the hand of several industries to speed up their development and move forward with digitalization. But how has this move impacted the “marketing DNA” of these organizations? Here to dissect the topic is Jonathan Copulsky. Jonathan is a Professor at Northwestern University, Kellogg School of Management, serving as the academic director for business marketing strategy as part of their executive education program, and has been in the marketing industry for over 40 years. In this chat with Victoria Meyer, Jonathan explains the impact of the pandemic on the internal processes of sales and marketing within the chemical industry. He tackles the growing need for executive marketing roles and the use of technology to drive growth in the digital sphere. Jonathan also breaks down five iconic archetypes of ways that companies are great marketers in the B2B context. Tune in to learn more and get valuable insight to propel your business forward.

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