B2B Marketing Leadership: The higher you get in the organization, the more details you need to know (episode #115)

How I Made it in Marketing

Think branding and demand generation are separate functions? Jim Kruger, Executive Vice President and Chief Marketing Officer, Informatica [https://www.informatica.com/], discusses why they shouldn’t be on this episode of How I Made It In Marketing.

Informatica is a publicly traded company on the New York Stock Exchange. It reported total annual recurring revenue of $1.63 billion for 2023. And Kruger manages a team of 140 people.

Stories (with lessons) about what he made in marketing

• Understand your customers' needs and build personalized strategies
• Combine your branding and demand generation
• Eliminate silos and cultivate trusting relationships
• People want to feel part of a team and without empathy, that is very difficult to do
• Branding is much more than a campaign and it must be connected to your strategy and messaging hierarchy
• Test messaging and usability
• The higher you get in the organization, the more details you need to know

Discussed in this episode

Customer-first Objective (CFO) Builder: In this episode, Kruger discusses customer strategy. If you need help, try the CFO Builder app in MeclabsAI [https://meclabsai.com/share/8ZiYRidqZbqPvEg]. It’s free to try, you don’t even have to register to get started (from MarketingSherpa’s parent organization, MeclabsAI).

Empathy Marketing: 3 examples of empathetic marketing in action (with results) [https://marketingsherpa.com/article/case-study/empathy-marketing]

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

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