Interesting B2B Marketers · 2023-10-19 · 40 min
In this episode of the Interesting B2B Marketers Podcast, Steve Goldhaber talks to Julie Knight, former CMO at Unit4 and a seasoned B2B marketing veteran. The conversation kicks off with an in-depth look at the challenges and intricacies of rebranding a mid-sized B2B software company. Julie underlines the importance of market research, stakeholder considerations, and internal alignment, while Steve points out the need for outside-the-box thinking and employee involvement in the rebranding process. The dialogue then transitions to ABM in the B2B sector. Julie offers a compelling case study to illustrate the necessity of a focused ABM approach that involves not just marketing but the entire go-to-market strategy. Both hosts agree on the critical role of cross-departmental collaboration among marketing, sales, and customer success teams to ensure effective B2B marketing outcomes. The episode concludes with Julie sharing her career journey, emphasizing her transition from an engineering background to a marketing role. Both Steve and Julie stress the modern CMO's dual responsibility: serving not only as a marketer but also as a strategic business driver.
Episode 57: Revitalizing Brands and Embracing Digital Transformation | Don Polite52 / 100Episode 56: Transforming B2B Marketing with Deep Customer Insights and AI Innovation | Akash PathakEpisode 55: Harnessing Thought Leadership and Navigating Post-Pandemic B2B Marketing | Anthony KennadaEpisode 53: Unifying Digital Strategies: Insights from B2B Marketing Maven | Zoe KazmierskiEpisode 52: From Lemonade Stands to Tech Titans: Timeless Marketing Insights | Jeff Swystun