A CMO Confidential Interview with Paul Worthington, Founder and President of Invencion and former Head of Strategy at Wolff Olins. Paul discusses the “Weaponization of the Wanamaker Paradox” and how the digital revolution reduced marketing to a “little numbers game” in which the “I just don’t know which 50% of my spending is wasted” resulted in an efficiency doom loop which stunts growth. Key topics include the fact that digital channels are now mature, how companies focus on the symptoms versus the cause, why “what gets measured gets manipulated and what is hard to measure gets ignored”, and why many B2B businesses are vulnerable due to chronic marketing underfunding. Listen in to hear about how the explosion of marketing tech solutions has contributed to the decline of strategy.
00:00 Introduction to CMO Confidential
00:38 Meet the Guest: Paul Worthington
00:43 The State of B2B Marketing
02:24 Impact of the Pandemic on B2B Marketing
04:03 The Future of B2B Marketing: Interest Rates, Geopolitics, and AI
05:56 Understanding the Wanamaker Paradox
09:14 The Importance of Top of the Funnel Marketing
09:41 The Role of Technology in Marketing
17:02 The Competitive Weakness in B2B Marketing
25:52 The Role of CEOs and CFOs in Marketing
28:14 Final Thoughts and Advice for B2B Marketers
30:43 Conclusion and Preview of Upcoming Episodes
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Is Artificial Intelligence An Extinction Event For Marketing Agencies | Paul Roetzer |
Are Business Schools Preparing Marketers for the Real World? | Mike Kitz | CMO Confidential |
Tales From the Marketing Crypt - A Recovering CMO Tells All | Maryam Banikaraim | CMO Confidential |
The Case For Customer Lifetime Value - Why Is This So Hard? | Daniel McCarthy | CMO Confidential |
Is Artificial Intelligence Like Taking the Red Pill or the Blue Pill? | CMO Confidential | DJ Patil
Peter Fader: Ignore Customer Data at Your Peril - It's the Secret Sauce for Growth
Marketing - The Battle Between Believers & Non-Believers - Part 2
Marketing - The Battle Between Believers and Non-Believers: Part 1
Sean Peters: A Report From the Media Front Lines of Publicis Media
Richard Sanderson: It Was the Best of Times. It Was the Worst of Times. A Search Perspective on the State of Marketing
Seth Matlins: Is the CMO Position the Hardest Job in Business?
Sally Henderson: What CMO's Talk About Behind Closed Doors - Part 2
Rishad Tobaccowala: A Top Futurist Talks About What's Next - Part 2 of 2
Rishad Tobaccowala: A Top Futurist Talks About What's Next - Part 1 of 2
Bob Liodice: The ANA CEO Talks About the Future of Marketing
Kim Whitler: The Budweiser Case - A Look at How Not to Manage Socio-Political Issues
Jim Stengel: A Top Marketer Riffs on What It Takes to be a Successful CMO
Jack Myers: Chaos in the Marketplace - The Generational Shift in Media Agencies
Alan Gellman: Behind Closed Doors - A Coach Dishes on What CMO's Talk About in Private
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
Better Advertising with BTR Media
The Influence Factor by The Influencer Marketing Factory
The Agile Brand™ with Greg Kihlstrom