Sales Pipeline Radio What’s Empathy Got To Do With B2B Marketing?!
Jun 12, 2025
Helen Baptist, Chief Strategy and Market Officer at Lytho and a seasoned COO, joins the conversation to explore the compelling intersection of empathy and B2B marketing. She emphasizes the vital role of human connections, trust, and emotional engagement in a remote environment. The discussion also touches on boosting financial literacy among marketers to align more effectively with CFOs. Additionally, Helen shares insights on the irreplaceable value of in-person events for building relationships and overcoming imposter syndrome through shared vulnerabilities.
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CMO As Small Business Inside Big Firms
- CMOs are often a small, tightly run team inside larger organizations and must earn trust to weather hard times.
- Helen frames three funnels CMOs must manage: marketing, sales pipeline, and the often-overlooked investor funnel.
Warm Investors Like You Warm Customers
- Warm up investor and strategic audiences with storytelling and market data even if you don't need immediate funding.
- Use analytics and voice recordings to surface competitive intrusions and refine your narrative for investors.
CMO: Owner Of Product-Market Fit
- Chief Market Officer role centers on product-market fit and owning market understanding, not just demand generation.
- Positioning, messaging, and ICP work infused with voice of customer are the CMO's most underrated value.
