The B2B NBT? Marketing Transformation

Unicorny

English - October 24, 2023 04:00 - 35 minutes - 48.4 MB
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Previous Episode: 24. A/B seeing ya! Is AI the end of split testing?

Next Episode: 26. "It’s a language model, stupid". How marketing should and shouldn’t use AI.

The B2B NBT: Marketing Transformation

In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.

Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.

Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.

Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.

She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.

Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.

About Andrea Clatworthy

Andrea has over 30 years of international B2B marketing, in Tech, and more recently at Fujitsu where she has successfully introduced, evangelised, coached, mentored and drove 1:1 ABM from a country strategic approach, to region, then globally. Now that ABM is core to the marketing strategy and business as usual, Andrea has pivoted to looking after marketing transformation in the Europe region, the largest region outside of the Japan HQ and domestic market. She is award winning, industry-acknowledged as an innovator, and a regular judge for B2B marketing awards

Links

Full show notes: Unicorny.co.uk

LinkedIn: Andrea Clatworthy| Dom Hawes

Websites: Fujitsu| Selbey Anderson

Timestamped summary of this episode

00:00:03 - Introduction

00:01:17 - ABM as Business as Usual

00:02:18 - Transition to a Transformation Role

00:04:31 - Centralisation vs. Decentralisation

00:05:02 - Changes in B2B Marketing

00:13:54 - The Challenges of Decentralisation

00:16:14 - Shadow Marketing

00:18:09 - Transformation and Improved Performance

00:19:41 - Internal Improvement and Psychological Safety

00:22:59 - Enabling Change and Consistency

00:27:05 - The Role of Humans and AI in Marketing

00:27:26 - The Transformation Journey in Marketing

00:28:48 - The Ownership of Customer Success

00:29:58 - The Future of Marketing and Agencies

00:30:36 - Steps for Marketing Transformation

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