Budget is a Big Word: Prioritising Marketing Capability in B2B Tech with Jessica Dye

Episode notes

In this episode of the Spotlight on B2B Tech Marketing, we're joined by Jessica Dye, Chief Marketing Officer at JATO Dynamics. With 15 years of leadership experience in B2B tech marketing, Jessica has successfully built a self-sufficient marketing function based on the principle that every team member plays a crucial role. She shares her insights on creating a revenue-generating marketing department, the importance of capability over budget, and strategies for effective B2B tech marketing. Jessica discusses the value of content marketing, the role of thought leadership, and how to demonstrate marketing's impact on business outcomes. She also touches on the future of marketing, including the potential impact of AI and the enduring importance of human-to-human communication.