Podcast
CMO Confidential
Hosted by Mike Linton // I Hear Everything Podcast Network · EN
Wonder what it's like to control millions of dollars of marketing budget? Manage hundreds of people? Make the decisions on which ideas get to market?
The CMO Confidential podcast shares how it feels to be in that chair of the shortest-tenured position on the C-suite.
We detail the long, hard road most ideas take to get to market & how challenging it is to get the best ones through.
Hosted by Mike Linton -- the former P&G Brand Manager who went on to be the Chief Marketing Officer of Best Buy, eBay, and Farmers Insurance, as well as the Chief Revenue Officer of Ancestry.com and the head marketer at Remington -- this show serves as an ongoing lesson plan for how to get, do, keep, and handle the pressures of the CMO job.
108episodes
Episodes
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Carilu Dietrich | B2B Marketing - 2024 The Year in Review + The Year Ahead | CMO Confidential
Jan 14, 202500:32:06Summary readyCMO Confidential correspondent Carilu Dietrich, former CMO and hypergrowth advisor who helped take Atlassian public, returns to talk about why she thinks 2025 represents the biggest change in the B2B marketplace in decades. Carilu discusses the potential acceleration of acquisitions and investment driven by macroeconomic factors and how AI is "smacking everyone in the face." Key topics include: zero click search; the onset of agentic AI; why in person is increasing in importance; and her belief that CMO's will scrap to meet aggressive growth targets with less budget. Tune in to hear how to use AI to create a guinea pig feeding schedule.Discover why B2B marketing faces its biggest transformation ever in 2024. Former Atlassian CMO Carilu Dietrich joins 5-time CMO Mike Linton to break down the seismic shifts reshaping the industry.Get an insider's perspective on how AI is disrupting traditional B2B marketing strategies, from the decline of SEO to the rise of AI-powered sales development. Learn why companies are losing 15-20% of their inbound traffic and how successful marketers are adapting to this new reality.Gain valuable insights on:• How AI native companies are disrupting established software businesses• Why traditional marketing funnels are becoming obsolete• The increasing importance of human connection in B2B relationships• New strategies for video marketing and social media engagement• Practical ways to maintain growth targets with tighter budgetsPerfect for CMOs, marketing leaders, and B2B professionals looking to navigate the rapidly evolving marketing landscape. Whether you're dealing with budget constraints or exploring AI implementation, this episode provides actionable strategies for success in 2024 and beyond.#contentmarketing #marketingagainstthegrain #emailmarketing #aitools #cmoinsights2024CHAPTERS:00:00 - Intro01:40 - B2B Economy Insights05:55 - Impact of AI on Businesses09:33 - AI and Headcount Budgets12:11 - AI's Effect on Sales Budgets12:40 - Budgeting and Growth Strategies15:50 - AI Transforming Marketing19:06 - Future Trends in Events26:10 - Marketing Tests for 202528:58 - Final Thoughts: Stories and AdviceSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryPeter Fader | Wharton School | The Warby Parker Case - I Can See Clearly Now With My CLTV Glasses On
Jan 6, 202500:32:37Summary readyA CMO Confidential Interview with Dr. Peter Fader, Professor of Marketing at The Wharton School of Business. This show is a bookend to "The Rise & Fall of Peloton as Seen Through the Lens of CLTV" with Professor Dan McCarthy.Pete discusses the use of Customer Lifetime Value (CLTV) as key to understanding the true value of the company and explains why it is risky to think "Your company is different." Key topics include: why customer metrics and stock valuations can be temporarily out of synch; why customer metrics eventually win out; how CMO's can use CLTV as a forecasting bridge with Finance; and how Warby Parker's strategic focus did not bend during dramatic stock price fluctuations. Tune in to hear why Warby is the Tortoise and Peloton is The Hare in the classic race.Discover the real story behind Warby Parker's dramatic $6B valuation swing and subsequent recovery through the lens of customer lifetime value analysis. Dr. Peter Fader, Professor at The Wharton School and co-founder of Zodiac (acquired by Nike), reveals how his team accurately predicted Warby Parker's true valuation before its IPO.Get an insider's look at how customer metrics and lifetime value calculations painted a different picture than Wall Street's initial $6B valuation. Learn why Warby Parker's steady approach to growth, unlike Peloton's aggressive expansion, ultimately proved successful. Dr. Fader breaks down the critical customer acquisition costs (CAC) miscalculations in Warby Parker's S-1 filing and explains how proper cohort analysis predicts company value.This episode provides invaluable insights for marketers and business leaders on using customer lifetime value to make strategic decisions, communicate with CFOs, and evaluate company worth beyond stock price fluctuations. Perfect for marketing executives, financial analysts, and anyone interested in the intersection of customer metrics and company valuation.Join Mike Linsing, 5-time CMO, as he explores this fascinating case study that demonstrates why understanding customer economics is crucial for sustainable business growth and accurate company valuation.#growthhacking #performancemarketing #digitalmarketing #marketresearch #warbyparkeripoCHAPTERS:00:00 - Intro02:00 - Using Customer Data and CLTV05:52 - Warby Parker IPO Overview11:29 - Warby Parker's Stock Price Impact15:35 - Analyzing Warby Parker's CAC Error18:18 - Warby Parker's Economic Performance19:36 - Warby Parker: Tortoise vs. Hare Strategy21:36 - Projecting TAM for International Expansion23:17 - Projecting TAM for New Product Lines27:59 - Wrapping Up Warby Parker Insights29:30 - Marketing Advice and Strategies30:16 - Conducting a Customer Base Audit30:56 - Understanding Company Differentiation31:56 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryMcKinsey & A.N.A | Marketing - The Battle Between Believers & Non-Believers - Part 2 | Replay
Dec 31, 202400:22:09Summary readyA CMO Confidential Interview with McKinsey Marketing & Sales Partner Robert Tas and Nick Primola, EVP and Head of the CMO Practice at the Association of National Advertisers. We discuss their recent study and Wall Street Journal article showing that CEO's who have marketing at the center of their strategy have measurably better results. They discuss the 3 types of CEO's including "non-believers" and why so many still exist, the dangers of running marketing as a cost center, and the tremendous variability of the CMO role. Key topics include: the biggest areas of misalignment; the need to connect to financial outcomes; how marketing needs to "claw it's way back;" and their belief that it is "Ludicrous to think the CMO role is going away." Listen in to hear why Business Schools are a significant part of the problem.CMO Crisis: Why can't 98% of marketing leaders agree on KPIs? Dive into this critical issue with 5-time CMO Mike Linton and guests Robert Tas and Nick Primola. Explore the disconnect between CMOs and CEOs, the role of business schools in marketing education, and strategies for aligning marketing with business objectives.Key topics include:• The challenge of defining and measuring marketing KPIs• How business schools contribute to fragmented marketing education• The importance of CMO-CEO alignment and communication• Strategies for demonstrating marketing's value to the C-suite• The need for customer-centric approaches in marketingTune in to hear expert insights on bridging the gap between marketing leaders and business objectives. Learn how to position marketing as a critical driver of business growth and navigate the evolving landscape of marketing leadership.Subscribe to CMO Confidential for more exclusive content on marketing strategy, leadership, and industry trends. Don't miss out on valuable insights to elevate your marketing game and drive business success.#digitalmarketing #socialmediamarketing #marketingautomation #digitalmarketingcourse #kpiCHAPTERS:00:00 - Props00:22 - Business Schools Critique05:24 - CMO Remit Responsibilities07:14 - Customer Representation Issues14:12 - Marketers on Boards: A Shortage17:45 - Practical Marketing Advice & Stories21:10 - Discover Our Other Shows21:36 - Like, Share, and Subscribe21:40 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryMcKinsey & A.N.A | Marketing The Battle Between Believers & Non Believers | Part 1
Dec 24, 202400:25:57Summary readyThis week's holiday episode revisits one of our most popular shows from the past year where leaders from @McKinsey and @ANAmarketers discuss the continued divide between marketing believers and non-believers.A CMO Confidential Interview with McKinsey Marketing & Sales Partner Robert Tas and Nick Primola, EVP and Head of the CMO Practice at the ANA. We discuss their recent study and Wall Street Journal article showing that CEO's who have marketing at the center of their strategy have measurably better results. They discuss the 3 types of CEO's including "non-believers" and why so many still exist, the dangers of running marketing as a cost center, and the tremendous variability of the CMO role. Key topics include: the biggest areas of misalignment; the need to connect to financial outcomes; how marketing needs to "claw it's way back;" and their belief that it is "Ludicrous to think the CMO role is going away." Listen in to hear why Business Schools are a significant part of the problem.Explore why 90% of CEOs don't trust marketing in this revealing discussion with McKinsey partner Robert Tosh and ANA's EVP Nick Primola. Discover the shocking disconnect between CEOs and CMOs, and learn why companies with marketing-focused leadership generate significantly more growth.This eye-opening conversation dives into McKinsey and ANA's groundbreaking research, featured in The Wall Street Journal, revealing three distinct CEO archetypes and their varying approaches to marketing. Former CMO Mike Linton hosts an honest discussion about the challenges facing modern marketing leaders and the critical need to bridge the trust gap between marketing and the C-suite.Key insights include:• Why less than 10% of Fortune 500 CEOs have marketing experience• How successful CMOs align with CEO priorities and prove marketing's value• The importance of translating marketing metrics into business outcomes• Strategies for building credibility with non-marketing executivesPerfect for CMOs, marketing leaders, and executives looking to understand and overcome the persistent skepticism around marketing's strategic value. Learn how to transform marketing from a cost center to a trusted driver of business growth.Join Mike Linton, former CMO of Best Buy, eBay, Farmers Insurance, and Ancestry.com, for this essential conversation about marketing's evolving role in the C-suite.#martech #socialmediamarketing #digitalmarketing #influencermarketing #b2bmarketingCHAPTERS:00:00 - Props Ad00:21 - Intro02:17 - State of the CMO06:11 - CMO Position Challenges08:23 - Non-Believing CEO Strategies12:02 - Brand vs. Performance Marketing15:34 - Article Reactions22:10 - Marketing Non-Believers Explained25:00 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryAdam Brotman and Andy Sack | Forum 3 | It's a Bird! It's a Plane! Holy Shit, It's AI! Part 2
Dec 17, 202400:33:51Summary readyThis is Part 2 of A CMO Confidential Interview with Andy Sack and Adam Brotman, Co-Founders and Co-CEO's of Forum 3, authors of the book AI First, previously at Microsoft and Starbucks. They discuss why AI is different from previous technology advances and the series of "Holy Shit!" moments experienced when interviewing Sam Altman, Bill Gates and others. Key topics include: their belief that AI is "moving faster than you think" since it isn't constrained by an adoption curve or infrastructure; the power of Artificial General Intelligence which will be smarter than most experts; why trying to calculate the ROI of AI is comparable to measuring the return on electricity; and the possibility of 95% of marketing and agency jobs being impacted over the next 5 years. Tune in to hear how Chat GPT scored a top grade on the AP Biology Exam, how Moderna became an AI leader, and their tips for staying near the front of the wave.Discover how AI is revolutionizing marketing with 5X productivity gains, as revealed by top CMOs. In this episode of CMO Confidential, host Mike Lint explores the transformative power of AI in the marketing landscape. Adam and Andy, AI experts and authors, share insights on how companies like Moderna are leveraging AI to achieve unprecedented efficiency.Key topics include:• The real-world impact of AI adoption in biotech and marketing• How Moderna achieved 5X productivity gains with an AI-first approach• The future of marketing jobs in the age of AI• Strategies for marketers to become AI-literate and stay competitive• Evaluating AI vendors and measuring ROI in marketingTune in to hear practical advice on embracing AI in your marketing strategy, from creating an AI council to implementing AI tools for enhanced productivity. Learn why AI literacy is crucial for marketers and how to combine domain knowledge with AI capabilities for breakthrough results.Don't miss this eye-opening discussion on the future of marketing in the AI era. Subscribe to CMO Confidential for more insights on marketing leadership and innovation.#leadgeneration #socialmediamarketing #digitalmarketing #makemoneywithai #brandinginthedigitalageCHAPTERS:00:00 - Intro04:06 - AI Impact on Marketing05:46 - AGI and Marketers11:57 - Evaluating AI Vendors16:14 - AI Literacy and Proficiency21:00 - ROI of AI26:35 - Final Questions30:00 - Additional Practical Advice33:07 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryAdam Brotman and Andy Sack | Forum 3| It's a Bird! It's a Plane! Holy Shit, It's AI!" Part 1
Dec 9, 202400:36:21Summary readyA CMO Confidential Interview with Andy Sack and Adam Brotman, Co-Founders and Co-CEO's of Forum 3, authors of the book AI First, previously at Microsoft and Starbucks. They discuss why AI is different from previous technology advances and the series of "Holy Shit!" moments experienced when interviewing Sam Altman, Bill Gates and others. Key topics include: their belief that AI is "moving faster than you think" since it isn't constrained by an adoption curve or infrastructure; the power of Artificial General Intelligence which will be smarter than most experts; why trying to calculate the ROI of AI is comparable to measuring the return on electricity; and the possibility of 95% of marketing and agency jobs being impacted over the next 5 years. Tune in to hear how Chat GPT scored a top grade on the AP Biology Exam, how Moderna became an AI leader, and their tips for staying near the front of the wave.Marketing's AI Revolution: What CMOs Need to Know Before 2025 | AI's impact on marketing strategiesTune in to hear former CMO Mike Linton discuss the AI revolution with Adam Brotman and Andy Sack, authors of "AI First". Key topics include:• The rapid advancement of AI and its potential to transform marketing• Insights from tech leaders like Sam Altman, Bill Gates, and Reid Hoffman• How AI could automate up to 95% of marketing tasks within 5 years• The concept of "agentic" AI and its implications for businesses• Strategies for marketers to adapt and thrive in an AI-driven landscapeAdam Brotman, former Chief Digital Officer at Starbucks, and Andy Sack, Managing Partner at Keane Capital, share their "holy shit moments" about AI's capabilities. Learn why they believe AI will revolutionize not just marketing, but entire industries and society itself.Discover how companies like Moderna are already leveraging AI to dramatically increase productivity and innovation. This episode is crucial for CMOs and marketers looking to stay ahead in the rapidly evolving world of AI-powered marketing.Subscribe to the CMO Confidential Newsletter for exclusive content and insights on the future of marketing in the AI era.#marketingagainstthegrain #digitaltwin #aimarketing #operatingmodeltransformation #digitalmarketingCHAPTERS:00:00 - Intro01:05 - Welcome Adam and Andy02:14 - Evolution of the Book06:47 - Sam Altman AGI Discussion12:05 - Bill Gates Insights16:31 - Defining "Holy Shit Moment"20:20 - Fears and Concerns Around AI21:24 - AI vs. Other Tech Revolutions22:19 - Exponential Change: COVID Preview26:40 - Linear vs. Exponential Change31:11 - Thinking About AI: Legal Briefs to Human Obliteration31:30 - AI's Future Impact32:14 - Moderna's AI Transformation35:58 - AI in Marketing and AgenciesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryJon Davids | CEO, Influicity | The Synthetic Influencer - Should Brands Do It Themselves? |
Dec 3, 202400:27:48Summary readyA CMO Confidential Interview with Jon Davids, founder and CEO of Influicity and author of Marketing Superpowers. Jon discusses the idea of creating your own influencers in a marketplace where communities matter more than ever. Key topics include: the synthetic influencer as a natural evolution from Colonel Sanders, Toucan Sam, and Tony the Tiger; the ability of an artificial character to do whatever is required; the AI personalization potential; and the fact that synthetics don't engage in contract negotiations or require reuse fees. Tune in to hear about Lil Miquela, a fictional character with millions of followers, and why you should pay attention to what nerds do on weekends.CMO Secrets: Why Synthetic AI Influencers Are Changing Marketing. John Davids, founder and CEO of influicity, joins Mike Linton to explore the evolving world of synthetic AI influencers and their impact on marketing strategies.Tune in to hear insights on:• The definition and growth of synthetic influencers• How brands can leverage AI-powered characters• Pros and cons of creating synthetic influencers• Personalization at scale using AI technology• The future of brand mascots and virtual personalitiesJohn shares his expertise on community building, influencer marketing, and the potential of AI in creating engaging brand experiences. Learn why synthetic influencers could be the next frontier in marketing and how they compare to traditional mascots and celebrities.Discover the challenges and opportunities facing CMOs as they navigate this innovative marketing landscape. Whether you're a seasoned marketer or a curious business professional, this episode offers valuable insights into the future of brand-consumer interactions.Subscribe to the CMO Confidential Newsletter for exclusive content and stay ahead in the rapidly evolving world of marketing.#influencermarketing #influencermarketingagency #socialmediamarketing #creatoreconomy #onlinecommunityCHAPTERS:00:00 - Intro01:00 - John Davids Returns01:55 - Understanding Community06:24 - Defining Synthetic Influencers13:43 - Personalization at Scale Strategies19:00 - Cartoon Characters vs. Virtual Influencers22:13 - AI Bots as Your Best Customers25:00 - Exploring the Final Frontier25:37 - Closing Thoughts and Last QuestionSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryJim Stengel | Former P&G CMO |A Top Marketer Riffs on What It Takes to be a Successful CMO
Nov 26, 202400:34:04Summary readyA CMO Confidential interview with Jim Stengel, the former CMO of P&G, author, podcast host, professor, and CEO of the Jim Stengel Company. Jim discusses how marketing has evolved from "awareness" to "entertainment and attention," the need for constant innovation and creativity, and why your purpose should be directed at making consumer's day-to-day lives better. Key topics include why CMO is 90% Chief and 10% Marketing, team measurement and compensation, and the big differences between the purpose of the brand and cause marketing. Listen in to hear how the idea of sampling the entire population of a country went wrong.Evolution of Marketing: From focusing solely on "awareness," the shift has been towards capturing "entertainment and attention" in today's marketing landscape.Importance of Innovation and Creativity: Stengel emphasizes the continual need for innovation and creative approaches in marketing strategies to stay relevant and engaging in a competitive market.Consumer-Centric Purpose: The discussion centers on the significance of aligning a brand's purpose with improving consumers' day-to-day lives, highlighting the value of addressing genuine needs and desires.Role of a CMO: Stengel suggests that being a Chief Marketing Officer (CMO) is 90% about leadership and broader management rather than just marketing tactics.Team Measurement and Compensation: Insights are provided into the methods for evaluating team performance and compensation structures within the marketing domain.Brand Purpose vs. Cause Marketing: Stengel differentiates between the purpose of a brand and cause marketing, highlighting their distinct roles and how they contribute to the overall brand strategy.Sampling Strategy Misstep: Stengel shares a scenario where the idea of sampling the entire population of a country had unexpected consequences or did not yield the intended results.The interview delves into these topics, offering perspectives from Stengel's extensive experience as a former CMO of P&G, author, podcast host, professor, and CEO of the Jim Stengel Company.Join former P&G Global Marketing Officer Jim Stengel as he shares invaluable CMO leadership insights from his remarkable 25-year career managing an $8 billion marketing budget. In this candid conversation with host Mike Linton, Stengel reveals the essential skills modern marketing leaders need to succeed, from fostering creativity to driving purposeful innovation.Discover how successful CMOs navigate the evolving marketing landscape, with practical wisdom on balancing brand building with performance marketing, leveraging partnerships, and embracing emerging technologies like AI. Stengel, now a respected consultant, author, and professor at UCLA and Northwestern, provides a unique perspective on marketing leadership drawn from both corporate and academic experience.Learn why curiosity is the most crucial trait for marketing leaders, how to effectively manage vendor relationships, and why taking care of yourself is non-negotiable in high-pressure CMO roles. Whether you're an aspiring marketing leader or seasoned CMO, this episode delivers actionable insights on building successful marketing careers and driving business growth through purpose-driven leadership.From mastering the "90% chief, 10% marketing" mindset to understanding the true meaning of brand purpose, Stengel shares the leadership principles that have guided global brands to success. Don't miss this masterclass in marketing leadership from one of the industry's most respected voices.#emailmarketing #leadgeneration #businesspurposemarketing #socialmediamarketing #adamerhart#emailmarketing #leadgeneration #linkedinmarketing #jimstengelinsights #theprovocateursCHAPTERS:00:00 - Welcome01:14 - Current Trends in Marketing06:11 - Understanding Purpose in Marketing11:40 - Effective Marketing Strategies for Non-CPG17:49 - Innovating in Marketing21:25 - Critique of Business Schools25:54 - Future of Media and Agency Business28:29 - Final Thoughts: Advice and Anecdotes33:02 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryChris Andrew | CEO Scrunch AI | Is Your New Best Customer an AI BOT - Welcome to the New Frontier
Nov 19, 202400:32:55Summary readyA CMO Confidential Interview with Chris Andrew, the CEO and Co-Founder of Scrunch AI and former Chief Product Officer of Hearsay. Chris shares his thoughts on how AI will dramatically alter customer purchase patterns and why marketers should be thinking about how to win "BOT engagement." Key topics include: why he believes consumer consideration and use of websites could collapse over time; his belief that brands should be building content which serves as "raw material" for AI; and tips for measuring and understanding how the numerous AI models return results to consumers. Tune in to hear why Bing will become relevant again.Why Your Next Best Customer Is An AI Bot: CMO Reality CheckDiscover how AI is revolutionizing marketing and customer engagement with Chris Andrew, CEO and co-founder of Scrunch AI. In this eye-opening episode of CMO Confidential, host Mike Linton explores the future of AI in marketing and its impact on brands, search, and customer behavior.Key topics include:• The rise of AI assistants and their influence on consumer behavior• How AI bots are becoming the new "customers" for marketers• The potential disruption of traditional search and website traffic• Strategies for optimizing your brand presence for AI models• The changing landscape of search engines and ad platformsTune in to hear Chris's insights on:• Why marketers need to adapt their strategies for AI-driven search• The importance of structured content for AI crawlers• How to monitor and improve your brand's performance across AI models• The future of brand building in an AI-dominated landscapeDon't miss this crucial discussion on the future of marketing in the age of AI. Subscribe to CMO Confidential for more expert insights on navigating the rapidly evolving world of marketing and technology.#aiautomationagency #localseo #seo #googleads #digitalmarketingCHAPTERS:00:00 - Intro01:00 - Your Best Customer: AI Bots06:15 - The Destruction of Websites10:27 - Chatbots: Risks and Challenges13:16 - Marketers' Mindset on AI15:06 - Adjusting Content for AI19:55 - Visibility in AI Search Results21:35 - Future of Bing and Search Engines23:34 - AI Models: Resources or Raw Material?27:26 - Immediate Actions for Marketers30:44 - Funniest Story or Practical Advice32:27 - Believers vs. Non-Believers in AI32:30 - Payton Manning's CLTV Perspective32:35 - AI: Anticipation vs. Reaction32:40 - Is AI an Extinction Event for Agencies?32:45 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryTom Stein | Chairman, Stein IAS | The Inherent B2B Marketing Problem & What to Do About It
Nov 12, 202400:34:44Summary readyA CMO Confidential Interview with Tom Stein, the Chairman & Chief Brand Officer of Stein IAS, a leading global B2B agency. Tom shares his thoughts on why we are in "The B2B Decade," the underleveraged power of many B2B brands, and how organization structures are often in the way of good marketing. Key topics include: why so many B2B companies default to the "3 yards and a cloud of dust" plays seen in football circa 1960; the power of linking brand, performance marketing and sales functions; and why the B2B Marketing job can be especially challenging. Tune in to hear his thoughts on "The Big, Long Idea" and how he fell off the stage playing the bass at his first big gig.Discover the hidden flaws in B2B marketing that top CMOs won't tell you! Join former Chief Marketing Officer Mike Linton as he hosts CMO Confidential, bringing you inside the world of executive marketing decisions and strategies. In this episode, Mike welcomes Tom Stein, Founder and Chief Brand Officer at Stein IAS, to unravel the inherent challenges in B2B marketing and what you can do to overcome them. Key topics include the evolving B2B landscape, the impact of AI, and the critical role of creative effectiveness in marketing. Tune in to hear Tom's insights on why B2B marketing is often misunderstood and how aligning brand and demand can propel your business forward. Don't miss the opportunity to learn from industry leaders and improve your marketing strategies. Subscribe to the CMO Confidential Newsletter for exclusive content and stay updated on the latest marketing trends and leadership advice.#influencermarketing #cmoinsights #salesandmarketingalignment #customerjourney #b2bmarketingCHAPTERS:00:00 - Intro00:39 - B2B Marketing Challenges01:49 - Understanding the B2B Landscape07:06 - Issues in B2B Marketing09:16 - Evolution of B2B Marketing Strategies14:00 - The Rise of Brand in B2B18:02 - Valuation and Measurement of B2B Brand22:19 - B2B Client Best and Worst Practices26:54 - Addressing B2B CMOs Worldwide28:34 - Engaging B2B Agencies Globally32:40 - Final Thoughts34:04 - OutroSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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