‘You have to be in tune with the business’: One CMO on why relationship building matters
Having worked at some of the biggest names in B2B tech, Workday CMO Emma Chalwin sees relationship-building as the cornerstone of her success.
Having worked at some of the biggest names in B2B tech, Workday CMO Emma Chalwin sees relationship-building as the cornerstone of her success.
After seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
Rather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
Over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion, according to research from LinkedIn.
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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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