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

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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