Morning Brew for Marketing Executives
Morning Brew for Marketing Executives
Podcast Description
Welcome to a podcast where senior B2B marketing leaders from globally recognized brands in complex industries share their stories and experiences of what it’s like to be a marketing leader. You’ll hear inspiring career journeys, leadership philosophies, and key learnings — so let’s dive into the world of marketing leadership!
Podcast Insights
Content Themes
The podcast focuses on various themes related to B2B marketing leadership, including customer experience, decentralized marketing strategies, and the intersection of sales and marketing. For example, an episode discusses the evolving role of customer experience in B2B industries with insights from leaders at companies like Trimble and Schneider Electric, while another highlights lessons from decentralized marketing practices shared by Atlas Copco's Patrícia Namba.
Welcome to a podcast where senior B2B marketing leaders from globally recognized brands in complex industries share their stories and experiences of what it’s like to be a marketing leader. You’ll hear inspiring career journeys, leadership philosophies, and key learnings — so let’s dive into the world of marketing leadership!
The podcast is produced by Mavenfirst.
How do you move a massive $19 billion company – the world’s largest IT service provider – to a customer-centric strategy in just a few years? Katrin Marquardt, who leads Account-Based Marketing (ABM) for Financial Services and Insurances at Kyndryl in Germany, joins us to share their journey.
Kyndryl, which spun off from IBM in 2021, instantly became a global enterprise with 75,000 employees and 4,000 IT service customers. Katrin is here to tell how they made ABM the main way to stabilize their market presence and build trust with their most important accounts.
She also shares how to get full leadership commitment from the CEO and CMO to invest in ABM as a long-term strategy – and why that is crucial.
If you're a B2B marketing leader looking to get inspired and learn more about aligning with stakeholders, this episode is food for thought. You’ll hear more about:
How do you move marketing from a 'supporting function' to an equal partner at the account team table?
What happens when a B2B company chooses ABM as its main strategy for growing its most important accounts?
How a 60-person global ABM team uses AI tools like Account 360 and Stakeholder 360 to act as a ”force multiplier”?
What is the most important first step you need to get right to successfully start or scale your ABM program?
Disclaimer
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