A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.

In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. 

Topics covered:  

• [01:00] Why millennials job-hop—and what keeps talent long-term 
• [05:00] Creating shared goals between marketing and sales 
• [10:00] Using a flywheel approach to define team roles
• [15:00] Building B2B brands within a consumer company
• [20:00] Why modern B2B buyers want self-guided research 
• [24:00] The marketing experiment that led to angry faxes 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ 
Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/
CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png 

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