Inside Scoop from Industry Experts

B2B marketing is a constantly evolving landscape, and staying on top of the latest trends and strategies is crucial for success. Recently, I had the opportunity to sit down with Nicole Wojno Smith, VP of Marketing at, and Chris Golec, CEO at Channel99, to discuss their experiences, challenges, and insights. The discussion was lively and wide-ranging, but I’m going to do my best to boil it down to a few key takeaways.


Aligning marketing and finance for greater success


One theme that kept cropping up is the importance of aligning marketing and finance within an organization. Ensuring that both departments speak the same language when evaluating results and success metrics is crucial for optimizing marketing efforts. Chris pointed out that finance and sales teams are primarily concerned with generating a sufficient number of pipeline opportunities, while marketing often focuses on metrics like MQLs and SQLs. By shifting the focus to pipeline and revenue-oriented metrics, marketing can bridge the gap with finance and create a more cohesive strategy that benefits the entire organization.


Prioritizing financial efficiency in B2B marketing


Perhaps unsurprisingly, given the title of the webinar was “Becoming Financially Efficient in B2B Marketing”, we spoke at length about the importance of – wait for it – financial efficiency. Chris emphasized the importance of optimizing marketing spend to generate the highest possible return on investment (ROI). This involves regularly reviewing and analyzing marketing budgets, identifying areas for improvement, and reallocating resources to the most effective channels and strategies. By making data-driven decisions and focusing on financial efficiency, B2B marketers can ensure they are maximizing the impact of their marketing efforts while minimizing waste and delivering optimal results for their organizations.


Emphasizing customer experience


Another key insight from the webinar was the importance of placing the customer experience at the center of B2B marketing strategies. Nicole highlighted how understanding the buyer’s journey and focusing on providing value at every touchpoint is essential for building long-term customer relationships and driving revenue. This involves not only delivering personalized content but also listening to customer feedback and adapting marketing efforts accordingly.


The power of data-driven decision-making


A conversation like this wouldn’t be complete without discussing the importance of leveraging data and analytics to make informed decisions about marketing strategies. By closely analyzing the performance of various channels and campaigns, marketers can identify what works best for their target audience and allocate resources more effectively. Importantly, though, marketers need to seek ways to evaluate performance across multiple channels and vendors; otherwise, you risk having vendors that “grade their own homework” and track only the KPIs that make them appear most favorably.


Balancing short-term and long-term goals


While consistent measurement is important, that doesn’t mean all campaigns are designed to meet the same goals. It’s true that some investments are aimed at larger, longer-term outcomes like brand awareness and customer loyalty, while others are more explicitly tied to immediate needs like pipeline. Nicole talked to us about how she sees this as an educational opportunity for others in the organization. By walking through specific examples of deals, she can showcase the various touchpoints that contributed to it, making it more clear that different marketing strategies are used to influence different parts of the deal. 


So what does this all mean for your own marketing efforts? By implementing these insights and maintaining an open dialogue between departments, you can better position yourself and your team to drive engagement, deliver results, and contribute significantly to your organization’s growth. As the landscape of B2B marketing continues to evolve, staying up-to-date with these best practices will prove vital in staying ahead of the competition and achieving lasting success.


It was an absolute pleasure to chat with Nicole and Chris, and if you want to listen in on the whole conversation, you can check it out here.