What B2B CEOs should ask from their next marketing leader

From CMO to CEO — and B2B Marketing Insights Last week, I attended two events that sparked reflection on leadership and marketing impact. 🔦 The Marketing Society's Under the Spotlight with Matthias Riehle, expertly interviewed by Amina Taher Matthias shared his journey from CMO to CEO after 35 years at Nestlé. His message was clear: - Leadership starts with understanding every part of the business — not just the brand. - Marketing must be grounded in numbers, not just creativity. Learn the real drivers of growth. - Feedback, humility, and bold career moves are essential for growth. His quote stuck with me: “Marketing is growth’s checkpoint — at the end of the day, what matters is what we deliver.” 🤝 B2B Connect MEA Roundtable by The Mainstream and Khushbu Soni, Falguni Bisht with some fab B2B marketers sharing their insights - We explored how B2B booths at events need more than presence — they need a story. - Content must speak to real pain points, layered with PR and outreach. - AI isn’t replacing fundamentals like SEO or PR — it’s amplifying them. - Global vs. local messaging remains a balancing act, especially in MEA. Both sessions reminded me that whether you're scaling influence as a marketer or stepping into broader leadership, clarity, consistency, and courage are non-negotiable. And no, I didn’t take any pictures 📸 — so did it even happen if I didn't post pics on LinkedIn? 😉 #CMOtoCEO #Marketing #Leadership #TheMarketingSociety #AI #B2B

Founders, leaders I dare you: read all the way to the end and answer honestly. You are starving your marketers. Keeping information secret isn’t protecting you. It’s holding you back. In my 10+ years in B2B marketing, I’ve spent some time trying to extract insights from leaders. Convincing them to show how we do what we do? Sometimes it feels like trying to get a cat to take a bath. Impossible. I get it. You fear that sharing insights will hand competitors advantage. My thoughts? In the digital age, keeping everything a secret will do more harm than good. Your potential client is Googling you before they pick up the phone. And if your marketing team doesn't have the raw material: - The real stories - The data - The juicy insights …they just can't create good content. Want to know what marketers need from you? Here it is: - Customer success stories. Showing how your product solved a real problem. Can be up to 40%+ more effective than  “blah blah” content. - Internal processes Share how your team works, develops, and delivers. Transparency builds trust and gives your company culture a little spotlight - Performance metrics Provide data that shows your results. Numbers are louder than words. They scream, in fact.  - Customer feedback Let your clients tell your story. If they say nice things, don’t be shy, shout it out. Yes, it’s natural to fear your competition. But think about this: sharing your wins positions your brand as a leader, not a follower. And your marketing team? They can only amplify what you give them. So feed them well. PS: Do you share insights with your marketing team regularly? Yes or no? Don’t make me guess.

Is your B2B marketing still stuck in last year’s playbook? Time to rethink everything. I joined Paula Chiocchi on the B2B Influence Podcast to talk about the biggest shifts I see in B2B marketing strategy-both for global brands and startups. Here’s what I shared: → The old “one-size-fits-all” approach no longer works. → Buyers expect true value, proof, and an authentic connection. → AI is reshaping how we build, measure, and scale marketing impact. Defining the real business value from a marketing perspective is now mission-critical: - Your strategy must connect business vision to execution. - Teams need clear metrics that prove value beyond impressions and clicks. - Leadership must drive adaptability, not just consistency. My clients choose OM Strategy as a Service to lead this change. I focus on real execution, not plans that stay on paper. Every strategy gets put to work. Looking ahead 2–3 years, one shift will define winners: Read the generational shift: younger B2B buyers expect self-serve, social proof, and instant answers. Make AI the marketer’s copilot: turn signals into actions—personalized content, intent scoring, next-best moves. Stitch a seamless journey: one identity, one conversation—from first click to renewal. Speed beats perfection. AI’s impact will rival the production line. Those who act now gain a real edge. Those who wait risk falling behind. If you want to understand what B2B marketing leaders are doing to stay competitive, tune in to my full conversation with Paula. The link is in the comments. What strategic mindset shift do you believe is essential for B2B leaders in the next 2–3 years? Let’s connect!

The Future of B2B Marketing Is Fractional, Focused, and Fueled by AI Too many teams are chasing metrics that don’t matter, adding headcount without adding impact, and missing buyers who are making decisions in places they can’t even track. I’m shifting my focus to fractional consulting for B2B tech companies, partnering with leaders to save money, master AI, mentor junior marketers, and build programs that generate high-intent revenue instead of vanity leads. This is about the future of marketing. Smaller, smarter teams. Campaigns that influence conversations in dark social instead of chasing clicks. Strategies that scale because AI handles the busy work while humans focus on creativity, trust, and revenue. The companies that win won’t be the ones with the biggest budgets. They’ll be the ones that adapt fastest. And I can’t wait to help build what’s next. #FractionalMarketing #AIMarketing #DarkSocial #HighIntentLeads #B2BMarketing #RevenueGrowth #Leadership

💡 In the Age of AI – Tech Founders and B2B Executives Who Help First Will Drive Business Growth AI is changing our world quickly. But one thing hasn’t changed — people still want to buy from people they know, like, and trust. And more than ever, they look to who’s running the company to decide if they should engage. That’s why your executive brand as a thought leader matters more than ever. If you focus solely on building your company brand, you’ll lose out to competitors whose founders are providing real thought leadership — designed to help people first. And that’s exactly what builds the kind of trust that turns followers and audience members into conversations that lead to clients. ✅ People want to follow people — not companies Your audience connects with you — the person leading the business. When they see helpful posts, thoughtful videos, and shared lessons learned, they begin to trust you long before a sales conversation ever happens. And that’s the key — it all starts with a conversation first. Helpful thought leadership creates an environment where those conversations happen naturally. ✅ When you meet someone in person, the first thing they do is Google you Sometimes leaders say, “I’ll just network in person.” Of course, you should! But that connection doesn’t end when the introduction does — it continues online. When they find helpful, insightful content tied to your name, it reinforces your credibility and keeps the relationship growing. And when they see you’ve done the work — through consistent posts, videos, podcasts, or even a book — they know you’re the real deal and will be far more likely to follow up or invite you to continue the conversation. ✅ Your thought leadership amplifies every part of your business Every call, DM, and introduction works better when people already know your values and expertise. No matter how sophisticated marketing gets, it still comes down to the basics: if they know, like, and trust you, they’re more likely to buy from you. Thought-leadership-driven branding turns your content into a magnet for the right opportunities — and the right people. In the Age of AI, leading with help first is how founders and executives rise above the noise. Stop trying to act like an influencer. Be a leader who shares what you know — to truly help others. ================ ➡️ Got an insight you want to share with an easy to create video interview?  I'm now offering qualified Tech Leaders, Tech Founders & B2B Executives short "Spotlight Interviews." on AI insights and more.  Read my profile for more info. ➡️See all of our Leadership Briefings and Spotlight Interviews here: https://lnkd.in/gSsyt-Ke ➡️Be sure to subscribe to keep up with our new videos, podcast and AI in the Enterprise events and webinars here: https://lnkd.in/g63yxs_3 ➡️ Check out our upcoming AI in the Enterprise Summit 11/13 here: https://lnkd.in/dZUBgdU8

💡 In the Age of AI – Tech Founders and B2B Executives Who Help First Will Drive Business Growth AI is changing our world quickly. But one thing hasn’t changed — people still want to buy from people they know, like, and trust. And more than ever, they look to who’s running the company to decide if they should engage. That’s why your executive brand as a thought leader matters more than ever. If you focus solely on building your company brand, you’ll lose out to competitors whose founders are providing real thought leadership — designed to help people first. And that’s exactly what builds the kind of trust that turns followers and audience members into conversations that lead to clients. ✅ People want to follow people — not companies Your audience connects with you — the person leading the business. When they see helpful posts, thoughtful videos, and shared lessons learned, they begin to trust you long before a sales conversation ever happens. And that’s the key — it all starts with a conversation first. Helpful thought leadership creates an environment where those conversations happen naturally. ✅ When you meet someone in person, the first thing they do is Google you Sometimes leaders say, “I’ll just network in person.” Of course, you should! But that connection doesn’t end when the introduction does — it continues online. When they find helpful, insightful content tied to your name, it reinforces your credibility and keeps the relationship growing. And when they see you’ve done the work — through consistent posts, videos, podcasts, or even a book — they know you’re the real deal and will be far more likely to follow up or invite you to continue the conversation. ✅ Your thought leadership amplifies every part of your business Every call, DM, and introduction works better when people already know your values and expertise. No matter how sophisticated marketing gets, it still comes down to the basics: if they know, like, and trust you, they’re more likely to buy from you. Thought-leadership-driven branding turns your content into a magnet for the right opportunities — and the right people. In the Age of AI, leading with help first is how founders and executives rise above the noise. Stop trying to act like an influencer. Be a leader who shares what you know — to truly help others. ================ ➡️ Got an insight you want to share with an easy to create video interview?  I'm now offering qualified Tech Leaders, Tech Founders & B2B Executives short "Spotlight Interviews." on AI insights and more.  Read ALEX JARETT's profile for more info. ➡️See all of our Leadership Briefings and Spotlight Interviews here: https://lnkd.in/gtpHeAPa ➡️Be sure to subscribe to keep up with our new videos, podcast and AI in the Enterprise events and webinars here: https://lnkd.in/gAP5XHVP ➡️ Check out our upcoming AI in the Enterprise Summit 11/13 here: https://lnkd.in/gRxS-7U7

Is the CMO going extinct? Once the voice of the customer and the architect of growth, the Chief Marketing Officer is being squeezed out of the boardroom. Forrester’s latest data is damning: CMO tenure in Fortune 500 firms has dropped again, now under four years. More than one in five companies changed marketing leadership in the last 12 months. And only 42% of B2B firms still have a CMO reporting directly to the CEO. It’s a structural decline, not a blip. Titles are changing and with them, power. Budget cuts, short-termism, AI disruption, and relentless pressure to prove ROI often mean the CMO is blamed first and defended last. In South Africa, the pressure is even sharper: smaller budgets, lagging digital maturity, and consumers who demand authenticity and purpose as much as price. But here’s the paradox: in a world where customer experience defines competitive advantage, marketing should matter more than ever. The problem isn’t the discipline – it’s the definition of the role. The CMO of the future won’t just “own the brand”. They’ll be growth orchestrators. Revenue drivers, not just storytellers. Connectors who align sales, product, IT and finance. Technologists fluent in AI, analytics, and automation. The choice is stark: change, or be changed. Read the full story here: https://lnkd.in/dkfFqhYZ

This article resonates deeply. “Stop taking orders. Start driving growth”. A powerful reminder that marketing's credibility depends on translating brand equity into business equity and sitting at the table as a true growth partner, not a supplier or as a support function.

Last week I attended the B2B Marketing Propolis Leaders Forum. In one of the roundtables on how B2B marketing leaders are rethinking structure, skills and strategy, the conversation quickly moved to AI and the future of work in marketing Mark Larwood Andrew Shepherd Scott Stockwell The themes we explored were much bigger than marketing itself, and apply to any workplace. One person posed a question to the table "do we risk losing critical thinking and design thinking if we rely too much on AI?" My generation learnt by trial and error, we had to figure things out. One person at the table mentioned Google Maps. Our generation (ahem) navigated London with an A to Z and we had to know the streets to get around. Now, with Google Maps, that knowledge is disappearing. These questions are not just about the workplace, they also hit close to home as a parent. I thought about my 12 year old, who is bright but anxious. As a mum, am I doing enough to help her build resilience (not always), confidence (work in progress), and the skills she’ll need in a world shaped by AI? The more I think about it: - Tech can erode critical and design thinking when it gives us instant answers and shortcuts. - But AI can also amplify these skills if we use it as a collaborator to question, test and explore. So perhaps the real challenge is not “are Gen Z losing critical thinking?” but rather, are we helping them (and our teams today) learn how to think with AI, not just through AI? As leaders, it is about finding that balance. Investing in the uniquely human skills of critical thinking, curiosity, collaboration, creativity and resilience, while embracing the tools that can help us get there.... its the human and digital workforce going hand in hand

𝗜𝘀 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗚𝗿𝗼𝘄𝘁𝗵 𝘁𝗵𝗲 𝗢𝗻𝗹𝘆 𝗝𝗼𝗯 𝗳𝗼𝗿 𝗕𝟮𝗕 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀? 𝗢𝗿 𝗛𝗮𝘃𝗲 𝗪𝗲 𝗕𝗲𝗰𝗼𝗺𝗲 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗢𝗽𝗲𝗿𝗮𝘁𝗼𝗿𝘀? For years, B2B marketers have carried many responsibilities demand generation, brand building, martech optimisation, customer engagement, and team development. But one priority continues to rise above them all: 𝙙𝙧𝙞𝙫𝙞𝙣𝙜 𝙧𝙚𝙫𝙚𝙣𝙪𝙚 𝙜𝙧𝙤𝙬𝙩𝙝. Recent 𝙧𝙚𝙨𝙚𝙖𝙧𝙘𝙝 by Anteriad and Ascend2 reports that 𝟲𝟰% 𝙤𝙛 𝘽𝟮𝘽 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙡𝙚𝙖𝙙𝙚𝙧𝙨 𝙨𝙖𝙮 𝙩𝙝𝙚𝙞𝙧 𝙢𝙖𝙞𝙣 𝙘𝙤𝙣𝙩𝙧𝙞𝙗𝙪𝙩𝙞𝙤𝙣 𝙩𝙤 𝙘𝙤𝙢𝙥𝙖𝙣𝙮 𝙨𝙪𝙘𝙘𝙚𝙨𝙨 𝙞𝙨 𝙧𝙚𝙫𝙚𝙣𝙪𝙚 𝙜𝙧𝙤𝙬𝙩𝙝. Across industries, senior management is tasking CMOs and their teams directly with delivering measurable results on the bottom line. This shift is not just a KPI update; it’s a redefinition of the B2B marketing role. Yes, 𝟳𝟵% 𝙤𝙛 𝙢𝙖𝙧𝙠𝙚𝙩𝙚𝙧𝙨 𝙜𝙡𝙤𝙗𝙖𝙡𝙡𝙮 𝙝𝙖𝙫𝙚 𝙩𝙖𝙠𝙚𝙣 𝙤𝙣 𝙣𝙚𝙬 𝙧𝙚𝙨𝙥𝙤𝙣𝙨𝙞𝙗𝙞𝙡𝙞𝙩𝙞𝙚𝙨 𝙞𝙣 𝙩𝙝𝙚 𝙥𝙖𝙨𝙩 𝙮𝙚𝙖𝙧. But while customer acquisition (56%), brand positioning (55%), and marketing technology leadership (55%) remain critical, the pressure to prove marketing’s financial impact is louder than ever. So, here’s the question: Are we marketers… or are we becoming revenue operators wearing a marketing badge? I see both challenges and opportunities here: • 𝘾𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚: The risk that marketing becomes purely transactional, judged only by revenue, while brand equity and long-term trust take a back seat. • 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆: Marketing leaders who master revenue-driven strategies while safeguarding brand and customer experience will become the real growth catalysts in their organisations. Interestingly, the same report shows how we’re adapting to stay sharp: by leaning on 𝘼𝙄 (𝟯𝟴%), 𝙞𝙣𝙙𝙪𝙨𝙩𝙧𝙮 𝙧𝙚𝙨𝙚𝙖𝙧𝙘𝙝 (𝟯𝟴%), 𝙖𝙣𝙙 𝙩𝙖𝙡𝙚𝙣𝙩 + 𝙩𝙚𝙖𝙢 𝙨𝙠𝙞𝙡𝙡𝙨 𝙙𝙚𝙫𝙚𝙡𝙤𝙥𝙢𝙚𝙣𝙩 (𝟯𝟲%) to stay ahead. These aren’t just tools; they’re survival kits in a role that is expanding faster than ever. Is revenue growth marketing’s ultimate responsibility, or do we risk losing the very creativity and customer-centricity that made marketing powerful in the first place? #B2BMarketing #MarketingLeadership #RevenueGrowth #CMO #B2BStrategy #MarketingTrends #DemandGeneration #CustomerAcquisition #BrandBuilding #MarketingTechnology #MarTech #AIinMarketing #DigitalTransformation #MarketingROI #MarketingInnovation #FutureOfMarketing #SalesAndMarketing #MarketingInsights #MarketingLeaders #GrowthStrategy