CMO Insights: Effective B2B Marketing with Sabra Jan Willner
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CMO Insights: Effective B2B Marketing with Sabra Jan Willner
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In this episode of the SUM Disruptors podcast, host Mack McKelvey speaks with marketing executive Sabra Jan Willner about navigating the rapidly changing world of B2B marketing. With experience spanning from agencies like Ogilvy to tech giants like Lenovo and startups of various stages, Sabra shares practical insights on several key marketing topics:
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The strategic importance of customer advisory councils in gathering authentic feedback, building relationships, and generating valuable content
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Why B2B companies should consider brand mascots to stand out in crowded markets
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The evolving role of BDRs (Business Development Representatives) and how they fit into modern marketing organizations
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Signal-based prospecting versus "spray and pray" approaches in ABM campaigns
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Aligning marketing with revenue goals and the potential benefits of shared compensation structures
Throughout the conversation, both marketing leaders emphasize the need for creativity, alignment between departments, and continuous learning in today's fast-paced marketing landscape. This episode offers valuable perspectives for marketing professionals at all levels, particularly those working in B2B startups.