B2B buying is emotional

#349 | Megan Lueders (CMO, Sonatype), Ido Mart (CMO, ManyChat), and Kim Storin (CMO, Zayo) join Dave for a live CMO panel from an Exit Five meetup in Austin. Megan breaks down how the pace of change in marketing has outrun every other function in the business. Ido talks about why your strengths as a CMO only matter if you choose the right environment for them. And Kim shares how she measures marketing impact in a company with long, complex sales cycles and drops a line worth writing down: marketing is never green when the business is red. They also get into pipeline attribution, founder-led content, LinkedIn influencers, and what most CMOs get wrong about aligning with their CEO on what marketing actually is.

Timestamps

• (00:00) - - Intros: Megan Lueders (Sonatype), Ido Mart (ManyChat), Kim Storin (Zayo)
• (05:33) - - What they wish they'd known when they became CMO
• (10:32) - - How marketing has changed more than any other function
• (13:07) - - How to measure marketing impact in long, complex sales cycles
• (14:37) - - Growth at all costs vs. efficiency: how they're navigating it
• (21:55) - - How to talk to your CFO about marketing spend
• (25:28) - - What's not working anymore: email, granular data, paid media
• (32:52) - - What is working: sales enablement, influencers, product marketing
• (36:50) - - Why B2B is actually more emotional than consumer buying
• (40:39) - - Audience Q&A: defending channels that work but don't have clean attribution
• (42:30) - - Acquisition vs. retention: where are you actually spending time
• (46:29) - - Founder-led content and executive presence on social
• (49:58) - - LinkedIn influencers: is the spend worth it
• (52:49) - - Sales enablement and how to make messaging stick internally

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