184: From Sales To CMO of a $16B Company | Dany Fleischmajer

Summary

In this conversation, Daniela Fleischmajer, the US CMO at Kyndryl(an IBM spinoff), discusses the changes in B2B marketing over the past few years and the key challenges faced today. She highlights the shift towards data-driven strategies, increased use of AI and automation, and the changing relationship between sales and marketing. Daniela emphasizes the importance of building relationships with customers and personalizing marketing efforts based on their specific needs and goals. She also talks about the culture and values at Kindle, including the focus on empathy and the willingness to learn and innovate. The conversation concludes with a discussion on the impact of COVID-19 on building relationships and the need to prioritize in-person interactions. In this conversation, Daniela emphasizes the importance of trust, personalization, and building relationships in B2B marketing. She believes that companies need to focus on customer experience and bridge the gap between sales and marketing. Daniela also discusses the evolving role of the CMO and the need for strategic partnerships. She highlights the significance of thought leadership in establishing authority and influencing buyers. Additionally, she mentions the challenges of building brand in the B2B space and the importance of attracting and retaining talent.

Takeaways

B2B marketing has evolved with the adoption of data-driven strategies and increased use of AI and automation.

The relationship between sales and marketing is changing, with a greater emphasis on collaboration and alignment.

Building relationships with customers is crucial, and personalization based on their specific needs and goals is key.

Cultural values such as empathy, willingness to learn, and innovation are important in driving success.

COVID-19 has impacted relationship-building, highlighting the need for in-person interactions and personal connections. Trust, personalization, and building relationships are crucial in B2B marketing.

Companies need to focus on customer experience and bridge the gap between sales and marketing.

Thought leadership is essential for establishing authority and influencing buyers.

Building brand in the B2B space can be challenging, but it is important to have a clear goal and target the right channels.

Attracting and retaining talent requires creating a positive culture and providing growth opportunities.

Chapters

00:00 Introduction and Overview

02:47 The Changing Relationship Between Sales and Marketing

07:38 Building Relationships and the Role of Empathy

13:37 Kindle: Designing, Building, and Modernizing Enterprise IT

17:09 Creating a Culture of Purpose, Principles, and People at Kindle

42:23 Building Trust and Personalization in B2B Sales

48:51 The Future of Marketing: Technology and Thought Leadership

52:52 Challenges of Brand Building in the B2B Space

55:47 Creating a Positive Employee Experience