S6 Episode 12: Mastering B2B Marketing: Insights from Exclaimer’s CMO Carol Howley

In this episode, Andrew Grill sits down with Carol Howley, Chief Marketing Officer at Exclaimer, a leading email signature management company. Carol shares her extensive experience in B2B marketing, from her early days at Skyscanner to her current role at Exclaimer, where she has been instrumental in scaling the company's marketing efforts. They discuss a wide range of topics, including:

• Carol's Marketing Journey: From her start at Best Western Hotels to building the B2B arm at Skyscanner and her move into the tech-heavy world of Canonical (the company behind Ubuntu), Carol’s career path is full of insights for aspiring marketers.
  
  
• The Role of Exclaimer: Learn how Exclaimer helps organisations manage their email signatures centrally, ensuring compliance and branding consistency while also turning email signatures into valuable marketing real estate.
  
  
• Innovative Use Cases for Email Signatures: Discover how companies are leveraging email signatures for account-based marketing, customer feedback collection, and more.
  
  
• Challenges in Scaling Marketing Programs: Carol discusses the challenges she faced in scaling Exclaimer’s marketing efforts, particularly around change management and balancing short-term lead generation with long-term brand building.
  
  
• The Evolution of Buyer Behaviour: With buyers now doing up to 80% of their research before engaging with sales teams, Carol explains how Exclaimer is adapting to this shift by focusing on personalisation and delivering value at every touchpoint.
  
  
• B2B Influencer Marketing: Carol shares her thoughts on the growing role of influencers in B2B marketing, both formal and informal, and how they can help build credibility and trust in a crowded marketplace.
  
  
• The Power of Integrated Marketing Campaigns: Why integrating multiple marketing channels leads to higher success rates and how Exclaimer wraps potential customers in consistent messaging across various touchpoints.
  
  
• AI in Marketing: Carol highlights how AI is transforming marketing operations at Exclaimer, from automating routine tasks to analysing customer reviews for insights that drive product development.

Join us as we explore the strategies behind successful B2B marketing campaigns and gain actionable insights from one of the industry’s leading voices.

Key Takeaways:

• Email Signatures as a Marketing Tool: Email signatures can be more than just contact information; they are valuable real estate for promoting content, scheduling meetings, and driving engagement.
  
  
• Scaling Challenges: Change management is crucial when scaling a business. Building new channels and operational foundations requires buy-in from all stakeholders.
  
  
• Adapting to Buyer Behaviour: Modern buyers are more independent, often completing most of their research before contacting sales. Marketers need to focus on building trust early in the buyer journey.
  
  
• AI’s Role in Marketing: AI is not replacing marketers but enhancing their ability to scale operations and make data-driven decisions faster than ever befo

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