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Apr 11, 2022
In Medical Forum
It's something Bridget O'Brien, CMO at Ethan Allen, also strongly believes. Having worked in high-value B2B software companies prior to her current B2C position, O'Brien remained convinced of the duality of marketing: creative and analytics.“I'm a very transparent marketer and my goal is to make sure the leadership team understands what we're trying to achieve from a marketing perspective. We regularly share our performance indicators, whether they are buy email list good or bad,” she says. “I take a very assumption-driven approach, then test and learn along the way. When you take leaders through this journey, they gain visibility and confidence that the process is well thought out and scientific and analytical in nature. “Because marketing remains an art and a science. When it comes to building a pure brand, it becomes a little harder to just focus on the numbers. More and more, CEOs are learning the importance of having a defensible and valuable brand position. If they buy email list only focused on generating revenue at the expense of building long-term brand equity, they will pay the price in the end. »In O'Brien's experience, when a B2B brand works at a very high price, like an enterprise software company, the marketing team can end up supporting the direct sales teams. But this is not the case for all B2B companies; O'Brien cites IBM's content and influence as an example of a B2B company that is truly achieving marketing transformation.“As marketing directors, we are responsible for generating revenue. If you're only looking at this from a short-term buy email list perspective and you're not making investments that build brand or create brand experiences that may not create revenue events immediately, it's very easy to get into a trivialized situation. It's about having a vision and understanding what makes your brand unique, and what you're going to do to demonstrate that uniqueness. What the brand stands for and the experiences that consumers have with the brand are what help it stand out.“If you're not making money, you won't survive, but if you simply develop your marketing strategy with the short term in mind, you're missing out on a huge opportunity to create even more value, loyalty and revenue.
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