I recently attended a TechCrunch B2B Enterprise Marketing Masterclass webinar, expecting a profound exploration of new insights and experiences. However, the event took an interesting turn, offering a unique format through taped interview snippets with notable CMO athletes that I found very useful. Here’s a concise overview of the key takeaways from the session:
April Dunford: Engaging the Entire Deal Team
April Dunford, renowned for her roles at IBM, Siebel Systems, and Huawei, emphasized the importance of CMOs understanding and engaging with the entire deal team in B2B Enterprise deals. Rather than focusing solely on the individual signing the check, Dunford advised assisting prospects in driving consensus across the team. She stressed the need to spend time with the sales team, combining qualitative understanding with data for a more consultative, customer-centric approach.
Scott Gifis: Assisting, Not Selling
Scott Gifis, with a background at AdRoll, Frame.io, and NoFraud, shifted the perspective from selling to assisting prospects in making technology decisions aligned with their business goals. His advice emphasized having a comprehensive grasp of business metrics and ensuring the seamless connection between marketing and sales funnels. Gifis highlighted the importance of a shared view to drive a successful customer journey, emphasizing that marketers are not just selling but assisting customers in achieving their objectives.
Elissa Fink: Applying Consumer Marketing Principles
Elissa Fink, former CMO at Tableau, brought consumer marketing principles into the B2B Enterprise arena, emphasizing that marketers sell to people, not just the enterprise. She urged today’s marketing leaders to be technology leaders, owning and understanding the technology that helps learn about prospects. Fink encouraged marketers to take charge of their websites and web developers, advising against letting technology dictate decisions. Instead, she emphasized allocating budget where it makes a significant impact.
Lauren Vacarello: Beyond the Lead to Sales Cycle
Lauren Vacarello, with a background at Salesforce, Box, Talend, SalesLoft, and SalesHood, challenged the conventional focus on leads. Her core statement emphasized thinking through the entire sales cycle and developing relationships with the sales team. Vacarello highlighted the importance of understanding the entire lead-to-sales process and speaking the language of CROs and CFOs. She advocated for curiosity, experimentation, and building alignment around business outcomes to foster deep collaboration between CFOs, CROs, and CMOs.
In conclusion, the TechCrunch B2B Enterprise Marketing Masterclass provided valuable insights from industry leaders, encouraging marketers to shift their focus from traditional approaches and embrace a holistic, collaborative strategy for sustainable business growth.