Trendy CMO Roundtable: Prime 5 Takeaways

This distinguished gathering celebrated the launch of Trendy’s Digital Connections 2023 report, delving into the considerations preserving B2B CMOs awake at night time. These advertising leaders boast CMO roles at 9 international companies, from FinTech to consultancy and SaaS companies. Over the previous 15+ years, they’ve collected invaluable classes and proceed to problem the norm, creatively utilising advertising tech and pioneering novel initiatives.

So, what did we glean from their experience?

1. Capitalise on the often-neglected alternative of selling to present prospects

We’ve all skilled it. You solely hear from the service supplier on the level the place your contract is up for renewal. A service that’s completely beneath used and beneath valued, so that you cancel. 

“Buyer advertising is an space the place B2B hasn’t but cracked the code. It’s an entire new alternative, and it’s coming.” says Margaret Franco.

Julie Woods-Moss at Thoughtworks shares three profitable programmes she’s applied:

  • ‘Neglect Me Not’ for present prospects
  • ‘Prepared for Re-sign’ earlier than renewal
  • ‘By no means Lose Twice’ for misplaced accounts

Retention is all about advocacy. “The best way to do buyer advertising at scale is to leverage the capabilities of your ABM workforce. Slice it: what can we do now, subsequent and sooner or later? So the shopper doesn’t simply get the decision at renewal; you’re creating worth within the quiet durations too.”

2. AI experimentation provides potential for scalability and price discount

Take into account these AI-powered trials in your improvement workforce:

  • ABM at scale – personalised messaging primarily based on firm insights or AI-developed programmatic campaigns (a problem we’re keen to resolve)
  • Bespoke imagery – let AI generate buyer images inside model tips to save lots of prices (impressed by Julie Woods-Moss).

3. Non-linear funnel monitoring throughout channels is essential

We all know that the customer journey is non-linear – i.e. we don’t begin on the high of the funnel and properly work our manner down. The truth is that you should be all the things, in all places all of sudden – so how do you orchestrate that? That is difficult a world of linear workflows, person journey maps and structured pondering. “Neglect nurture as one stream. Consider it as monitoring multichannel engagement, not particular person marketing campaign effectiveness”, says Margaret Franco.

4. Prioritise folks over instruments and capabilities throughout advertising transformation

“When there’s a advertising organisation transformation to be carried out, it ought to at all times be folks first”, says Andy Bailey, former CMO at OnProcess. “If potential, deal with getting one factor at a time, for instance, model improvement and messaging in yr one, the gross sales and advertising engine in yr two. It inevitably includes altering the form of the workforce and their expertise over time, and that may transfer like shifting sand.”

5. Maintain the inventive spark alive for breakthrough model and content material

“There’s a number of deal with advertising tech, getting the mechanics of the demand technology mannequin up and working, it’s straightforward to lose deal with the opposite key expertise for a CMO – driving inventive outputs. So how finest to deal with it?” Asks Nick Webb, CMO at CloudPay.

Suppose out of the field with inventive content material codecs. Whitepapers, pricing instruments and webinars have been carried out to loss of life in B2B. So what’s going to actually break by means of? Margaret Franco shared the story of her brainchild Finastra TV, now on collection 2, which serves video content material on demand in a ‘bingeable Netflix model’ format. Powered by advertising automation and constructed by an inhouse workforce, it has helped to drive 26 occasions extra engagement than in-person occasions and webinars.


In brief, capitalise on advertising to present prospects to maintain them completely happy (don’t simply name at renewal time!), experiment with AI for scalability and price discount, monitor engagement throughout a number of channels, deal with folks, and don’t neglect to maintain the inventive spark alive (Finastra TV, anybody?). 

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