C-Suite Sales & Marketing Perspectives

Brandon Rhoten, the current CMO of GroundTruth, leverages his rich B2C experience acquired during his time at Wendy's and as the CMO at Papa Johns and Potbelly Sandwiches. In this exclusive interview, discover his unique method of merging B2C and B2B marketing that includes but goes much deeper than grabbing more attention and connecting with the emotional needs of B2B buyers. Explore Brandon's un...

In this interview, Jon Ewing, a three-time B2B CMO, discusses the role of marketing attribution in B2B marketing. While acknowledging the importance of data-driven marketing, he cautions against overreliance on attribution models, particularly in the complex B2B sales process. Ewing emphasizes the need for experimentation and proxy measures to gauge the effectiveness of marketing efforts, especial...

CMO Fran Wilson has a wealth of experience in B2B software and was involved in the growth of Red Hat from its early stages to its acquisition by IBM for over $4 billion. Fran highlights the importance of focusing on a limited number of growth bets when developing a go-to-market strategy. She advises against spreading resources too thin by simultaneously chasing too many growth opportunities. Fran...

Vincent Guérin, VP and Head of Marketing at Trolley, joins Steve MacDonald on the B2B Marketing Perspectives podcast to discuss the importance of content and thought leadership in B2B marketing.  Vincent highlights the challenge of creating content for industries where marketers are not the persona or ideal customer profile (ICP). It's important to create content that addresses the pain points and...

Introducing Elizabeth Irvine, VP of Marketing and Customer Success at MarketMuse. Elizabeth has a wealth of experience in the marketing industry, having worked at Gartner and led BDR teams. In this interview, we will delve into the importance of content planning and uncover the untapped resources that CMOs can leverage to create thought-provoking and engaging content. Elizabeth highlights the need...

Steffen Hedebrandt, founder and CMO of Dream Data, discusses the importance of revenue attribution in B2B marketing. He emphasizes the need for marketers to think long-term and connect their activities to revenue outcomes. Steffen shares insights from a benchmark study of 400 customer journeys.  Steffen discusses the average length of a B2B customer journey (192 days), the number of touches requir...

In this interview, Anil Rege, CMO of Plastic Financial Rewards, discusses the importance of hyper-personalization in B2B marketing. Drawing from his experience in the CPG industry, Anil explains how B2B marketers can learn from B2C strategies to understand better how to engage their customers. He emphasizes the need to consider B2B prospects as consumers and create personalized content that addres...

In this interview with Aaron Ballew, CMO of Split, he introduces the concept of forced learning and abandoning traditional marketing practices. Aaron shares his journey from engineering to marketing and discusses the challenges faced by high-growth tech companies in today's economy. He emphasizes the need for companies to shift towards efficiency and lower costs, which requires reevaluating and ex...

In this interview, Neil Morrison, Global Head of Measurement at Signal AI, discusses key advancements in AI as discriminative AI, which allows for the identification of specific concepts within unstructured data. Morrison explains that discriminative AI enables companies to track their brand mentions, identify relevant topics, and measure their performance against competitors. Companies can gain i...

Monica Cooper, CMO of the Robinson College of Business, discusses the challenges facing higher education in today's market. The insights shared by Monica Cooper shed light on the changing landscape of higher education marketing. As colleges and universities face declining enrollment challenges and skepticism about a degree's value, they must adapt their marketing strategies to remain competitive....

Meet Vinay Nair, a former CMO with experience at companies like IBM and Microsoft, who shares his insights on being a successful CMO and building strong relationships with the C-suite. Vinay has a phenomenal background as an analyst, consulting, the planning side, owning the P&L, and doubling SaaS companies from 25 to 50 million in ARR. He emphasizes the importance of understanding P&L and revenue...

Introducing Morgan DiGiorgio, the Senior Vice President of Sales and Marketing at DirectMail 2.0. Morgan is directly responsible for capitalizing on the potential of aligning the sales & marketing functions. Her results? An impressive 152% growth over three years. Despite a challenging market environment for her Ideal Customer Profiles (ICPs), her strategies have helped lead the company to secure...

Introducing Anne Gherini, CMO at Sierra Ventures, as she shares her insights on building marketing foundations for startups and the importance of customer obsession. With a background in B2C and B2B marketing and deep experience in the startup and venture capital space, Anne has a wealth of knowledge to share. As the CMO at Sierra Ventures, she works closely with early-stage founders, helping them...

Meet Bill Glenn, a veteran in the world of marketing and CMO at Blueboard, an experiential recognition reward company. With over 25 years of experience in B2B marketing, Bill has held multiple CMO positions at Series B and Series C companies. Bill contends that marketing should provide value in the company's reputation and offerings, as well as an investment in individual salespeople. By helping s...

Ryan George, the Chief Marketing Officer of DocuPace Technologies, boasts more than two decades of experience in the realm of marketing communications. His expertise lies in cultivating an all-encompassing and unified marketing strategy. He achieves this by initially deriving value from and integrating insights across all company departments into his blueprint for success.  "Don't be fooled into t...

Introducing Cristy Garcia, the CMO of impact.com and a Chief and Forbes Communication Council member. With almost 20 years of experience in B2B tech marketing, she leads a team of 60 marketers at Impact.com and is a strong advocate for the power of partnerships and influencer marketing. In this episode, Cristy talks about the rising importance of influencer and partner marketing. She discusses how...

In this interview, we dive into the challenges and strategies of being a one-person marketing department. Our guest, Ken Lempit from the Austin Lawrence group, shares his wealth of knowledge from serving over 100 B2B SaaS clients. Ken emphasizes the importance of setting expectations, negotiating resources with the CEO, and benchmarking budget allocations. He also highlights the value of thought l...

Introducing Tim Hines, the CMO of AmTrav. Tim is a marketing expert, global keynote speaker, and author of the book "The Marketing Starter: How an Entrepreneurial Spirit Will Make You a More Savvy Marketer." In this episode, we discuss the importance of thought leadership and why CMOs should stop trying to create it and simply start implementing it today! Tim recommends that one of the core pillar...

Heidi Lanford is a Chief Data Officer with extensive experience in leveraging data and analytics to solve complex business problems. In this interview, she discusses the importance of data in the growth and success of B2B companies. She emphasizes that data is everywhere and that leveraging it effectively is crucial for making informed decisions, building new products, and engaging with customers....

In this interview with Lisa Hayashi, the CMO of Safeguard Cyber, she brings a unique perspective to the table, having started her career in angel investments and business development for startups. She has witnessed the growth and exits of various companies, and she shares her insights on how CMOs can drive internal collaboration and revenue growth. "We serve sales. When you serve a team, it means...

Allie Collins is the Head of Marketing at Centime, a cash management company that provides solutions for CFOs and small to midsize businesses. With over a decade of experience in B2B SaaS marketing, Allie has a strong background in RevOps and data-driven marketing strategies.  Allie joins Steve MacDonald on the B2B Marketing Perspectives podcast to discuss the significance of thought leadership, i...

Introducing Adam Figueira, a marketing leader with over 15 years of experience in running marketing teams across various industries such as EdTech, MarTech, and FinTech. He has a unique perspective on developing creativity from his teams and working closely with sales—even participating in sales calls. “I tell my marketing teams to think of themselves as air traffic controllers. So the job of an a...

Introducing Daniel Christian, the Senior Vice President of Marketing at Tradesmen International. Daniel is a proficient bridge builder between marketing strategy and profitability. His distinctive perspective stems from his leadership experience in marketing, running customer support, and the incorporation of insights from all internal departments. This collection of experiences forms his unique a...

Monique de Maio is the founder and CMO of OnDemandCMO, a marketing agency specializing in B2B companies in the tech, professional, and financial services industries. With over 25 years of experience, Monique has helped numerous clients navigate the complex world of B2B marketing and leverage content to drive success. ​In this interview, Monique discusses the importance of understanding the non-lin...

Introducing Melissa Sargeant, a four-time CMO with 25+ years of experience in tech marketing. Melissa understands that content is the key to the company's success, rating it a 25 on a scale of 1-10. Across all marketing channels, Melissa leverages data to measure content attribution, revealing true pipeline velocity drivers. This data is shared weekly with her team, the C-suite, and sales, fosteri...