Fashionable CMO Roundtable: High 5 Takeaways


This distinguished gathering celebrated the launch of Fashionable’s Digital Connections 2023 report, delving into the issues retaining B2B CMOs awake at night time. These advertising leaders boast CMO roles at 9 world companies, from FinTech to consultancy and SaaS companies. Over the previous 15+ years, they’ve collected invaluable classes and proceed to problem the norm, creatively utilising advertising tech and pioneering novel initiatives.

So, what did we glean from their experience?

1. Capitalise on the often-neglected alternative of promoting to current prospects

We’ve all skilled it. You solely hear from the service supplier on the level the place your contract is up for renewal. A service that’s completely underneath used and underneath valued, so that you cancel. 

“Buyer advertising is an space the place B2B hasn’t but cracked the code. It’s an entire new alternative, and it’s coming.” says Margaret Franco.

Julie Woods-Moss at Thoughtworks shares three profitable programmes she’s carried out:

  • ‘Overlook Me Not’ for current prospects
  • ‘Prepared for Re-sign’ earlier than renewal
  • ‘By no means Lose Twice’ for misplaced accounts

Retention is all about advocacy. “The best way to do buyer advertising at scale is to leverage the capabilities of your ABM crew. Slice it: what can we do now, subsequent and sooner or later? So the client doesn’t simply get the decision at renewal; you’re creating worth within the quiet durations too.”

2. AI experimentation provides potential for scalability and value discount

Think about these AI-powered trials to your improvement crew:

  • ABM at scale – personalised messaging primarily based on firm insights or AI-developed programmatic campaigns (a problem we’re keen to unravel)
  • Bespoke imagery – let AI generate buyer pictures inside model pointers to avoid wasting prices (impressed by Julie Woods-Moss).

3. Non-linear funnel monitoring throughout channels is essential

We all know that the client journey is non-linear – i.e. we don’t begin on the prime of the funnel and properly work our method down. The truth is that you have to be all the things, in all places suddenly – so how do you orchestrate that? That is difficult a world of linear workflows, consumer journey maps and structured considering. “Overlook nurture as one stream. Consider it as monitoring multichannel engagement, not particular person marketing campaign effectiveness”, says Margaret Franco.

4. Prioritise folks over instruments and capabilities throughout advertising transformation

“When there’s a advertising organisation transformation to be carried out, it ought to all the time be folks first”, says Andy Bailey, former CMO at OnProcess. “If potential, concentrate on getting one factor at a time, for instance, model improvement and messaging in 12 months one, the gross sales and advertising engine in 12 months two. It inevitably entails altering the form of the crew and their expertise over time, and that may transfer like shifting sand.”

5. Preserve the artistic spark alive for breakthrough model and content material

“There’s loads of concentrate on advertising tech, getting the mechanics of the demand technology mannequin up and working, it’s straightforward to lose concentrate on the opposite key expertise for a CMO – driving artistic outputs. So how greatest to sort out it?” Asks Nick Webb, CMO at CloudPay.

Suppose out of the field with artistic content material codecs. Whitepapers, pricing instruments and webinars have been carried out to demise in B2B. So what’s going to really break by means of? Margaret Franco shared the story of her brainchild Finastra TV, now on collection 2, which serves video content material on demand in a ‘bingeable Netflix fashion’ format. Powered by advertising automation and constructed by an inhouse crew, it has helped to drive 26 instances extra engagement than in-person occasions and webinars.


In brief, capitalise on advertising to current prospects to maintain them blissful (don’t simply name at renewal time!), experiment with AI for scalability and value discount, observe engagement throughout a number of channels, concentrate on folks, and don’t neglect to maintain the artistic spark alive (Finastra TV, anybody?). 


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