The Expert Marketing Clinic: 7 key questions every B2B marketer is asking
At B2B World Fest 2024, Charlotte Mackenbach, communications manager at C-Job Naval Architects, and Laura Whitebread, EVP of marketing at iManage, joined The Drum’s Lynn Lester for a no-holds-barred Expert Marketing Clinic. Here’s a plain-speaking rundown of the top questions tackled and the wisdom shared.
What do B2B marketers need to know?
1. How can marketing secure its seat at the C-suite table?
Whitebread: “Marketing has to speak the language of the boardroom – showing how it drives revenue and outcomes, not just impressions and clicks.”
Mackenbach: “It’s about visibility. Once leadership sees how marketing aligns with strategic goals, they start knocking on your door.”
Takeaway: Prove marketing’s value by linking it to revenue and corporate objectives. Make your work essential to decision-making, not a nice-to-have.
Want to go deeper? Ask The Drum
2. How do you convince stakeholders to increase the marketing budget?
Whitebread: “Data, benchmarks and patience – it’s about showing, not telling, how every penny spent translates into growth.”
Mackenbach: “Start small, show results, then ask for more. If they see value, the budget will follow.”
Takeaway: Always have the numbers to back your case. Use success stories and external benchmarks to show why more investment will drive better results.
Advertisement
3. Should you prioritize in-house teams or agency partnerships?
Mackenbach: “For a smaller team like ours, agencies bring expertise we just can’t hire in-house.”
Whitebread: “The best agencies don’t just execute – they become an extension of your team.”
Takeaway: Blend the two. Use agencies for specialized skills and scalability while keeping in-house teams focused on deep business knowledge.
4. How do you break down silos in your organization?
Whitebread: “It starts with a common language and shared metrics – aligning teams around the same outcomes.”
Mackenbach: “Bring marketing into the conversation early. When stakeholders see you as a partner, not an afterthought, silos start to crumble.”
Takeaway: Collaboration starts with alignment. Build trust by showing how marketing can help everyone achieve their goals.
5. Should we build first-party data or buy external data?
Whitebread: “First-party data is gold, but don’t overlook external resources to fill the gaps.”
Mackenbach: “Focus on your existing customers – they’re often the richest source of insights.”
Takeaway: Build your own data where possible, but don’t be afraid to lean on outside help when needed.
Advertisement
6. How should we approach personalization in marketing?
Mackenbach: “Personalization is only valuable if it feels human. No one wants to talk to a bot that sounds like a bot.”
Whitebread: “AI is setting the bar higher, but it’s still about the basics – knowing your audience and tailoring the experience to them.”
Takeaway: Use AI cautiously. Focus on personalization that feels authentic, not intrusive.
Suggested newsletters for you
7. What’s the secret to balancing long-term brand building with short-term goals?
Mackenbach: “Be flexible – if something’s not working, reallocate. Your budget should always support your strategy.”
Whitebread: “It’s not about choosing one or the other. It’s about tying every action back to the bigger picture.”
Takeaway: Make every campaign work for both today’s metrics and tomorrow’s growth.
Final word
B2B marketers are fighting tougher battles than ever – but as Mackenbach put it, “When marketing is aligned with business goals, it’s no longer a cost center. It’s a growth engine.”
Whitebread summed it up perfectly: “At the end of the day, the question isn’t ‘why invest in marketing?’ It’s ‘how can we afford not to?’”