The most significant evolution for B2B marketers has been the change in our focus from enabling selling to enabling buying. This isn’t just semantics but a wholesale change in strategy and approach. Our role is to provide the information and clarity buyers need to make confident
Martech Interview with Lynn Tornabene, Chief Marketing Officer, Anteriad
With extensive marketing experience, you’ve driven growth for tech giants like Google, Apple, and Oracle. How has marketing evolved over the past few years, and where’s it headed?
The most significant evolution for B2B marketers has been the change in our focus from enabling selling to enabling buying. This isn’t just semantics but a wholesale change in strategy and approach. Our role is to provide the information and clarity buyers need to make confident decisions — especially in uncertain economic times. This is challenging in an environment where buyers choose to be anonymous through much of their buying process and the buying teams are more fragmented and diverse (crossing departments and functions).
This change has shifted marketers’ approach from looking at the buying journey as a rigid, straight-line process we (think we) control to a more flexible one. Practices such as using intent data, machine learning and AI, triggered marketing, and data-driven orchestration across channels are now powering brand and demand programs.
