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Jim KrugerB2B Marketing Leadership: The higher you get in the organization, the more details you need to know (episode #115)

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1. B2B Marketing Leadership: The higher you get in the organization, the more details you need to know (episode #115) Jim Kruger 1:01:29

Think branding and demand generation are separate functions? Jim Kruger, Executive Vice President and Chief Marketing Officer, Informatica [https://www.informatica.com/], discusses why they shouldn’t be on this episode of How I Made It In Marketing.

Informatica is a publicly traded company on the New York Stock Exchange. It reported total annual recurring revenue of $1.63 billion for 2023. And Kruger manages a team of 140 people.

Stories (with lessons) about what he made in marketing

• Understand your customers' needs and build personalized strategies
• Combine your branding and demand generation
• Eliminate silos and cultivate trusting Relationships
• People want to feel part of a team and without empathy, that is very difficult to do
• Branding is much more than a campaign and it must be connected to your strategy and messaging hierarchy
• Test messaging and usability
• The higher you get in the organization, the more details you need to know

Discussed in this episode

Customer-first Objective (CFO) Builder: In this episode, Kruger discusses customer strategy. If you need help, try the CFO Builder app in MeclabsAI [https://meclabsai.com/share/8ZiYRidqZbqPvEg]. It’s free to try, you don’t even have to register to get started (from MarketingSherpa’s parent organization, MeclabsAI). 

Empathy Marketing: 3 examples of empathetic marketing in action (with results) [https://marketingsherpa.com/article/case-study/empathy-marketing]

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Daniel Burstein Podcaster

Daniel Burstein is the Senior Director of Content and Marketing at MarketingSherpa and the host of the ‘How I Made It In Marketing’ podcast, where he talks to marketing leaders about the lessons learned through their careers.

He also reports on successful marketing campaigns and industry data in MarketingSherpa articles, and helps facilitate the AI Guild from MarketingSherpa's parent organization, MECLABS Institute.

Daniel has 23 years of experience in copywriting, content writing, interviewing, speaking, business journalism, content marketing, sales enablement, and field marketing communications.