NotJustAds : The Creator Economy for B2B · 2026-09-22 · 52 min
Marketing is often treated as an opinion-driven function. The challenge is that opinions rarely survive budget reviews. In this episode of Not Just Ads, Xenthe Bang Enterprise Managing Director of Marketing at S&P Global, shares her perspective on marketing measurement, organizational influence, customer intelligence, and the growing role of AI in modern B2B marketing. Drawing on experience across global marketing leadership, customer experience, and academic research, Xenthe explains why credibility is one of marketing's biggest challenges, how leading indicators can predict future growth, and why marketers need stronger evidence to connect their work to business outcomes. You will learn why measurement is essential for earning organizational trust, how leading indicators provide more value than revenue alone, why customer feedback and engagement patterns matter, how AI is changing customer discovery, what AI share of voice could mean for marketers, and why data without context rarely leads to better decisions. S&P Global provides data, analytics, research, benchmarks, and workflow solutions across global financial, commodity, and business markets.
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