The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (1).pdf

Navigating the
Marketing Landscape:
CMOs in 2024
The Transformative
Power of Purpose-Driven
Marketing: A Paradigm
Shift in CMO Strategies

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s we navigate the dynamic
Amarketing landscape in 2024,
technology continues to reshape
consumer behavior and market trends,
Chief Marketing Officers find themselves
at the forefront of technological
innovation, driving strategies that
contributes significantly to the overall
success of the organizations.
The role of a CMO has undergone a huge
transformation over the years. They are
not just orchestrators of advertising
campaigns, but strategic leaders of
tomorrow. This marketing landscape is
more interconnected, data-driven, and
customer-centric than ever before,
requiring CMOs to wear multiple hats.
Here are some Key Trends Shaping CMO
Strategies:
Ÿ Data-Driven Decision-Making
The CMOs are leveraging advanced
analytics and AI to derive meaningful
insights. In 2024, data-driven decision-
making is not just a buzzword but a
fundamental aspect of targeted and
personalized campaigns that resonate
with the people.
Navigating the
Marketing Landscape:
CMOs in 2024
Editorial
Note

Ÿ Customer Experience (CX) Focus
Customer is at the heart of any successful marketing strategy. The CMOs prioritize customer
experience, ensuring that every interaction is from the first touch point to post-purchase
engagement.
Ÿ Integrated Multichannel Campaigns:
The days of siloed marketing channels are gone. CMOs are orchestrating the integrated
multichannel campaigns that connects online and offline experiences. This is the age of social
media and content marketing, where the end goal is to build a cohesive brand that reaches
consumers everywhere.
Ÿ Agility in Adapting to Trends:
The marketing landscape evolves, with new trends and technologies and hence CMOs are showing
agility in adapting to these changes. Be it the latest social media platform or shifts in consumer
behavior. Staying ahead of the curve is no longer an option, but a necessity.
Challenges and Opportunities:
Ÿ Privacy Concerns and Data Regulations:
With the increasing issues about data privacy, CMOs are burdened with evolving regulations.
Navigating things between personalized marketing and consumer privacy is a challenge that needs
a strategic and ethical approach.
Ÿ Talent Acquisition and Retention:
The high-performing marketing teams is a top-priority for CMOs and the demand for diverse skill
sets, like data analytics and digital expertise is high. Thus retaining the top talent in the competitive
setting requires fostering a culture of innovation and learning.
Conclusion:
As we enter 2024, Chief Marketing Officers are at the helm of managing organizations through ever-
changing marketing landscape. Moreover it's not about creating campaigns, but about crafting
authentic narratives and embracing data-driven strategies. The CMOs who navigates these
challenges can capitalize on emerging opportunities will play a crucial role in shaping the future of
marketing.
Thinking all on this we at CIO Business World has come up with our latest edition, The 10 Most
influential CMOs, Leading the Way of Success, 2024. Through this edition we feature the stories of
such CMOs who shows what exactly means to be a CMO.

CONTENTS
Cover
Story
Nada
Khan
10

Article
Navigating the Digital
Frontier: The Evolution
of CMO Roles in the
Digital Age
18 The Transformative Power
of Purpose-Driven Marketing:
A Paradigm Shift in
CMO Strategies
30
Alicia
Whitbread
22
Business profile
CXO
B2B in luencers - the
forgotten golden land
and secrets only for pioneers
26
Digital Narrative
Marketing Trends with
Anastasia Kuzmenko
34

NADA
KHAN
Mastering Marketing Dynamics:
A Journey into leadership,
crossing functions and industries
10

Encouraging teams for continuous learning is
the only way we can grow as professionals.
Nada Khan has a team of marketers at
Nutanix, with a goal to support sales. She leads with
compassionate management and puts the team first,
over function, role, and self. Nada always emphasizes
the importance of fostering connections and
cherishing the opportunities that arise from them. Her
insights into AI adoption, automation, and ethical
considerations in the marketing space reflect a
forward-thinking perspective.
Nada's journey reflects the resilience, adaptability, and
commitment to growth, while her leadership at
Nutanix underscores her dedication to shaping the
future of marketing in the ever-evolving landscape.
Here's her story to witness:
Journey through Relationships, Learning, and
Leadership
Nada Khan firmly believes that seizing the right
opportunities involves a delicate balance of
relationships, timing, and a touch of luck. Throughout
her career, these three elements have remained pivotal.
Speaking about the significance of relationships, Nada
emphasizes the unpredictable nature of the doors that
may open through connections, encouraging everyone
to nurture all relationships. Her professional journey
commenced at LinkedIn in Toronto, an opportunity
facilitated by a valuable connection. Grateful for the
growth experienced in those early years, Nada held
various sales positions within LinkedIn before
deciding to transition to her next venture which
included a change in job function into marketing.
Nutanix witnessed Nada's ascent to leadership, a
progression attributed to a trusted relationship with
her dear friend, Aaron White. Originating from a
professional connection during her tenure at LinkedIn,
their mutual respect and admiration blossomed into a
fruitful relationship over the years. Nada stresses the
importance of having a champion or mentor who can
provide guidance, protection, and foster one's
professional growth—a rare but indispensable asset
that requires cultivation.
Nada contends that embracing a continuous learning
mindset is vital to overcoming career challenges. Her
success, she asserts, is rooted in curiosity and an
eagerness to learn, qualities that have only intensified
over the years. Each role, including her current
leadership position, presented a steep learning curve
approached with enthusiasm. Transitioning into the
cloud software industry at Nutanix required dedicated
efforts to comprehend the domain, involving
interactions with peers, educational courses, and
hands-on experience.
Nada also embraces the inevitability of failure as a
stepping stone to success, urging professionals to
surround themselves with companies and managers
who share this philosophy. In her leadership role
today, she encourages her team to embrace learning
and innovation, even if it entails navigating through
failures—an indispensable aspect of professional
growth.
While acknowledging the challenges posed by the
unknown, Nada reflects on her journey, she did not
confront any major challenges distinct from the macro
challenges faced universally, such as economic
recessions and the impact of the COVID-19
pandemic. Despite the difficulties encountered during
this period, she expresses gratitude for being among
the fortunate individuals working for a company that
effectively managed challenges with minimal
disruption.
Nada does mention one obstacle which is the issue of
"professional culture familiarity," which is when
someone becomes too adjusted to a particular
company's cultural values and way of working. Nada
shares her personal struggle when transitioning from
one company's culture to another. Having developed a
profound connection with LinkedIn's culture,
adjusting to a different environment at Nutanix
presented a significant mental shift. Nada recognizes
the importance of managing expectations regarding
culture replication in new organizations,
acknowledging that each company's culture, whether
better or different, requires a unique adaptation
process.
13
The 10 Most Influential CMO's
Leading the Way of Success, 2024

Redefining IT Landscapes and Pioneering Hybrid
Cloud Solutions
Nutanix emerges as a pioneering force in the software
industry, marked by its dynamic and disruptive
approach. It is a young and energetic brand. The
company's commitment to challenging conventional
norms and simplifying complex IT landscapes
positions it as a catalyst for innovation. With a clear
focus on hybrid cloud solutions, the company
anticipates the future of infrastructure and endeavors
to make clouds seamlessly integrated and virtually
invisible. Through its mission, this organization not
only addresses the current challenges faced by
organizations but also propels them toward a digitally
transformed and agile future.
Navigating Growth at Nutanix
As the Regional Marketing Director for Emerging
Markets at Nutanix, Nada Khan oversees a diverse
and dynamic landscape encompassing the Middle
East, Turkey, and Sub-Saharan Africa, spanning over
27 countries with distinct cultures and languages.
There is never a dull day in her role. Leading a team
of four talented marketers, her role is integral to the
EMEA Marketing Leadership structure, contributing
to the broader vision reporting into Paris. Nada's
primary focus lies in revenue marketing, where data-
driven demand generation takes center stage. Ensuring
optimal coverage of Named Accounts and strategic
touchpoints throughout the buyer journey, she
navigates the complexities of B2B sales cycles, which
often extend from 8 to 12 months.
Implementing sophisticated marketing tools, Nada has
successfully adopted an attribution model,
emphasizing ROI metrics and measuring pipeline
generated as a precursor to deal closure. Beyond
revenue, brand amplification emerges as a crucial
facet of her responsibilities, manifested through PR
and Events. At the core of brand amplification is one
objective: the “accounts that need to know who
Nutanix is, will know who we are.” By strategically
disseminating announcements at a local level and
showcasing customer stories, Nada aims to establish
and fortify Nutanix's presence in the market.
Event management, including participation in
prominent technology trade shows and hosting
proprietary events like .NEXT, further underscores her
commitment to fostering brand awareness and
engagement. Nada's multifaceted role reflects a
strategic blend of analytics, brand-building, and event
orchestration, contributing significantly to Nutanix's
prominence in emerging markets.
Navigating the Technological Landscape
In essence, the integration of cloud technologies,
exemplified by CRM platforms and collaborations
with industry leaders, has become indispensable for
marketing leaders. The scalability, cost efficiency, and
multifaceted value offered by these cloud-based tools
underscore their pervasive role in shaping the
contemporary marketing landscape. As technology
evolves, marketing leadership will inevitably remain
deeply entwined with the dynamic advancements in
cloud-based innovations.
Navigating the Crossroads of AI and Human
Connection
In the realm of contemporary marketing, Artificial
Intelligence (AI) has emerged as the defining element
of the year, representing not just the next big thing but
the current frontier. The nuanced challenge lies in
harnessing AI's capabilities effectively while
preserving the essence of human connection. Although
AI streamlines various marketing processes—from
content creation to social media management and data
analytics—it raises concerns about diminishing the
role of human talent. Balancing disruptive
technologies with the irreplaceable human touch
becomes pivotal in crafting an authentic marketing
strategy.
At Nutanix, we are actively exploring AI's potential,
primarily focusing on data-driven decision-making.
Utilizing AI for predictive analytics enhances our
understanding of the audience, a fundamental aspect
of marketing. In the intricate landscape of B2B, where
decision-making involves multiple stakeholders, AI
aids in identifying key players and understanding their
priorities.
14

15

The evolving landscape of AI in automation not only
streamlines routine tasks but liberates marketers to
channel their efforts into innovation and face-to-face
interactions.
However, ethical considerations and privacy concerns
need to be addresses firmly so that companies can
adopt AI responsibly. Striking a balance between
leveraging generative AI data and safeguarding
customer interests requires a commitment to
transparency, customer-centric practices, and stringent
adherence to privacy guidelines and compliance
standards. As AI continues to shape the future of
marketing, ethical considerations need to remain at the
forefront.
Navigating Opportunities and Shaping the Future
Nutanix's commitment to a decentralized operational
model offers unique advantages in workforce mobility
and local customization, setting it apart in the tech
industry. The fluidity of opportunities across functions
and geographies demonstrates a belief in the value of
diverse talent. Looking forward, the dynamic nature of
global markets is likely to bring forth new and
evolving roles in the field of marketing across
organizations.
Upholding Cultural Excellence
Nutanix exemplifies a robust organizational culture
built on four key principles. Firstly, an unwavering
commitment to customer success, reflected in the
continuous achievement of a remarkable 90+ NPS
score for the past 7 years, demonstrates a dedication to
solving problems with energy, empathy, integrity, and
tenacity.
Secondly, the emphasis on teamwork fosters a
collaborative environment where individuals prioritize
the collective success of Team Nutanix over
individual roles or functions. This inclusive culture
values diversity, ensuring that every voice is heard and
all employees feel a sense of belonging.
Thirdly, the culture is characterized by ownership and
integrity, operating within a high-performance
framework that demands accountability, clear
expectations, and swift execution.
Lastly, Nutanix adopts a long-term perspective,
aspiring to build a company that thrives over time.
This involves a commitment to creating a positive
workplace, delivering quality products, supporting
communities, and reducing environmental impact. The
company's dedication to continuous improvement and
a growth mindset underscores its commitment to
building a sustainable and successful future.
Nada highlights the importance of culture within
organizations, it need not be simply a check box in a
corporate OKR but rather a philosophy and guidebook
for all employees. A healthy culture helps people be
the best version of themselves and acts as a magnet
for top talent in the future.
Crucial Alignment of Marketing and Sales
Leadership
In her years of leadership, Nada Khan has gleaned a
crucial insight: the success of a marketing leader in
executing company objectives hinges on alignment
with other key stakeholders. For marketing to thrive,
collaboration with functions like sales is paramount.
In the B2B landscape, where the norm is for
companies to lead with sales, it becomes imperative
for marketing to follow suit.
Recognizing the symbiotic relationship between
marketing and sales, Nada advocates for early
involvement of marketing in strategic conversations,
positioning them not as passengers but as drivers of
the overall strategy. This strategic alignment, she
emphasizes, is a foundational element for success and
growth in any organization, and leaders should
actively seek and cultivate this synergy within their
teams.
16

Navigating the Digital Frontier:
The Evolution of CMO
Roles in the Digital Age
In the modern age of digital landscape, businesses are
experiencing changes, and with these transformations
comes an important role of Chief Marketing Officers
(CMOs). Once responsible for traditional marketing
strategies, CMOs are at the forefront of navigating the
complex and ever-changing digital frontier. That is what we
will see in this blog.
The Traditional CMO Role
The traditional CMOs are focused on executing marketing
campaigns through conventional channels like television,
radio, and mail. Their success is measured by brand
awareness, market share, and advertising efforts. Moreover,
the advent of the internet and digital technologies of the
new era is disrupting the conventional landscape,
demanding more dynamic skill set.
Embracing Digital Transformation
The digital age has brought a fundamental shift in consumer
behavior, with the rise of internet, social media, and e-
commerce, customers became more connected and
empowered. Understand this shift, CMOs had to move from
traditional outbound marketing to strategies, focusing on
creating engaging experiences for the digitally savvy.
Data-Driven Decision Making
The most significant changes in the CMO is the increased
reliance on data-driven decision-making. Every online
interaction generates valuable data, and CMOs here are
leveraging analytics and AI to gain insights and trends. This
approach allows CMOs to optimize strategies and allocate
resources more effectively.
Integration of Technology
This integration of tech has become a cornerstone of
modern CMO role. The marketing platforms, CRM
systems, and analytical tools are crucial components of a
CMO's toolkit. These innovations enable CMOs to
streamline processes, track campaign in real-time, and
nurture leads effectively. This ability to harness tech is not a
choice but a necessity for CMOs to stay competitive.
The Rise of Digital Marketing Channels
The Social media platforms, search engines, email have
become crucial avenues for reaching and engaging
audiences. CMOs now must develop strategies tailored to
each platform with a impactful brand presence across the
digital landscape.
Customer Experience as a Priority
CMOs are focused on creating seamless, personalized, and
Omni channel experiences. This comes with customer
journey and delivering content at every touch point. This
emphasis on customer experience is not just a strategic
move but a response to the growing expectation for
transparency from today's consumers.
The Role of Content Marketing
Content marketing has come as a powerful tool for CMOs
in order to connect with audiences. Blog posts, videos,
social media, and driving lead generation. They are tasked
with developing content strategies that align with the brand
values.
Thus in conclusion, the evolution of CMO roles in the
digital age reflects the nature of modern marketing. Right
from data-driven strategies to navigating the complexities,
CMOs are at the forefront of driving business growth is
defined by innovation and connectivity. The role of the
CMO will remain dynamic, requiring adaptability,
foresight, and a commitment to delivering value in ever-
growing digital frontier.
19

Wh
Co-Director/Co-Owner
The Ads Manager
theadsmanager.com
22

Alicia
hitbread
Leaders share with all that they know, because deep
in their soul, they are a part of people and people
are a part of them. In today's digital landscape,
businesses rely on the expertise of leaders who can navigate
the complexities like Google Ads, social media, and website
content creation. Thus in the ever-evolving world of digital
marketing, Alicia Whitbread stands out as a Co-
director/owner at The Ads Manager.
From Academia to Marketing Maven
Alicia Whitbread's professional voyage is a testament to
adaptability and unwavering determination. Initially a
lecturer in Psychology and Criminology, Alicia transitioned
into the world of marketing, where she has excelled as a co-
director specializing in Google Ads. Her journey, marked
by versatility and a profound love for storytelling,
showcases her transformation into a content creator
extraordinaire. With a unique blend of academic rigor and
creative ﬂair, she continues to shape her career in
marketing, leaving an indelible mark on the industry and
exemplifying the endless possibilities that arise from
embracing change and pursuing one's passions.
Building a Motivated and Appreciative Team
The foundation of the Ads Manager is rooted in the strength
of a dedicated team. Its collective mission and vision serve
as a binding force, driving their commitment to provide top-
notch services, invaluable guidance, and competitive
pricing to foster the growth of fellow businesses. For the
Ads Manager, clients are not just clients; they are an
extension of the family. This close-knit relationship enables
the team to craft tailored experiences that cater to each
client's unique needs. Looking forward, their vision is to
expand further and illuminate the advantages of marketing
and collaborative teamwork, all without the burden of
exorbitant costs.
23

Expanding Horizons
The Ads Manager is on an exciting
expansion journey, forging collaborations
with diverse organizations and charitable
enterprises. Their commitment to social
responsibility shines through annual
fundraisers dedicated to cancer research
and homelessness initiatives, aligning their
business endeavors with philanthropic
causes. Actively participating in and
sponsoring charitable events organized by
partner organizations further underscores
their dedication to making a positive
impact in the community. As The Ads
Manager continues to grow, they have
ambitious plans to broaden their client
base, expand their team, and cultivate
valuable connections. This expansion
strategy extends beyond Google Ads and
Analytics, as they aspire to become
versatile experts in Social Media Platforms
and Search Engine Optimization, ensuring
a comprehensive suite of services to meet
their clients' evolving needs.
Driving Success with Values
The Ads Manager is anchored by five core
values that not only shape their
organizational culture but also serve as the
compass guiding their team's actions, both
professionally and in their daily lives.
Kindness is the cornerstone, encouraging
acts of compassion and goodwill. Honesty
stands as a pillar, fostering a culture of
truthfulness and transparency within the
team and with clients, earning them
respect. Loyalty is unwavering,
exemplifying steadfast support and
commitment to those they work with.
Responsibility takes center stage,
emphasizing accountability for actions and
achievements. Dependability is the final
piece, embodying trustworthiness and
reliability, ensuring they can always be
counted on. These values are not just
principles but lived beliefs that drive The
Ads Manager's work culture and define
their identity.
24

The term "influencer" is no longer foreign to media
professionals and social media users. This is even
a marketing strategy that the brand's
communication plans frequently mention. However,
perhaps due to the popularity of influencers in the
consumer (B2C) segment, the business (B2B) segment
receives little attention. In the B2B market alone, there are
over 30,000 wholesale and retail units in 42 cities across
Vietnam. Vietnam promises to become a potential land for
the B2B sector as a result of policies to promote business
development following the pandemic, as well as a
competitive market with more businesses participating.
Still, influencing this target group's purchasing decisions is
a difficult process. The article below will provide specific
characteristics of the B2B Influencer management process
and appropriate suggested strategies to help define a
clearer definition of B2B influencer marketing and how to
"win" in this segment.
B2B and B2C Influencers: Similar and Distinct
To begin, we must clearly define what B2B influencer
marketing is similar to and how it differs from B2C
influencer marketing. The most common feature is the
power of influencers' opinions. Their comments, thoughts,
and shares have an effect on a specific audience group,
promoting a specific action.
Yet, B2C influencers are thought leaders with the ability to
reach a large audience, whereas B2B influencers are
subject matter experts. Regarding the source of influence,
there is a clear distinction between B2C and B2B. B2C
influencers can influence the audience. They want to
connect with the influencer, whereas B2B influencers can
influence the target audience because they are aware of
and knowledgeable about a specific field. This is
evidenced by the fact that B2B companies want to sell
their products to experts, who will seek expert knowledge
from influencers rather than sympathize or connect with
them.
We will learn how to deploy and manage B2B Influencers
to delve deeper into the characteristics of B2B Influencer
marketing. The main stages of influencer marketing
management are (1) planning, (2) influencer selection, (3)
preparing and coordinating the process, (4) creating and
delivering the content, and finally (5) evaluating.
26

Characteristics of B2B Influencers
1. Planning
Influencer marketing was included in the firm's marketing
communications mix, along with content marketing and
social media marketing. B2B influencer marketing is
widely recognized as a marketing communications
strategy that employs individuals as messengers of
company-related content.
Setting objectives and defining the roles of influencer
marketing as part of the overall marketing
communications strategy are critical issues in planning
B2B influencer marketing. The most common goals for
influencer marketing among businesses are branding,
relationship building, and sales. At the same time,
influencer marketing could be used to generate positive
customer perceptions early in the purchasing process,
resulting in positive long-term effects on sales.
2. B2B influencer selection
Internal employees or external experts with credibility and
trustworthiness in the eyes of the target market can be
leveraged as B2B influencers. Influencer profiles typically
include experienced business leaders, high-profile
employees, and technical experts, as well as entrepreneurs
and public figures and third-party experts such as
academics and consultants. This means that only a small
percentage of B2B influencers consider influencing their
primary profession.
B2B influencers will be extremely demanding about which
companies they work with, so a brand with common
interests between the company and the influencer is
critical. To select suitable individuals for the B2B
influencer marketing plan, PR practitioners should clearly
understand the interests, values, and preferences of
influencers, according to EloQ Communications' forecast
of PR trends in 2023. A YouTuber who creates
entertainment content, for example, may not be suitable
for a white paper promotion campaign or collaborating on
a blog post.
Next, in addition to the brand match, the target audience
match between the commissioner firm and the influencer is
critical, because B2B firms' target groups are much more
specific than those of B2Cs. To elaborate, the
commissioner firm does not gain much from an
influencer's large and engaged following unless they
represent the firm's target audience.
As a result, B2B firms are primarily looking for
influencers whose opinions are regarded as credible by the
target audience and whose followers are found in channels
that the target audience consumes.
3. Preparation and coordination of B2B influencer
Preparing collaborations with influencers entails many
issues on which the commissioner firm and influencer
must reach an agreement. First, consider the objectives,
schedule, budget, and metrics used to assess the planned
activities. Second, to avoid misunderstandings, it is critical
to go over legal obligations and clarify the roles of the
commissioner firm, influencer, and marketing agency.
Third, the commissioner firm must provide the influencer
with a detailed briefing so that the influencer has a
thorough understanding of the target group and their
informational needs, as well as a clear understanding of
the themes and key messages that the influencer marketing
content should address. Excessive control (on the part of
the firm) should be avoided following the briefing so that
the influencer has enough creative freedom to design
effective content that leverages the influencer's special
expertise.
4. Content creation and delivery of B2B influencer
B2B influencers frequently have limited knowledge of
content creation and sharing. They are influencers because
they have specialized knowledge on specific topics, not
necessarily because they are skilled at creating appealing
content. As a result, B2B influencers require technical
assistance from the commissioner firm or an external
agency for photography, video shooting, and copywriting
to create high-quality content that reaches and resonates
with the target audience. Furthermore, unless the
commissioner firm promotes the content through its
channels, influencer marketing activities are likely to reach
a tiny portion of the target audience.
5. Evaluating
Digital analytics data and behavioral metrics toward
influencer activities are the most popular evaluation
methods today. The majority of studies measured
27

behavioral engagement with content by tracking the
amount of time spent consuming it (for example, time
spent reading a blog post, listening to a podcast, or
watching a video).
The firms measured content reach and subsequent
behavioral reactions, such as likes, comments, and shares,
when posting and promoting the content on social media.
Few businesses went beyond these easily accessible
metrics. Notably, none of the participating firms
mentioned brand-related metrics as a way to measure the
effectiveness of influencer marketing. Given that the
primary goals of B2B influencer marketing were related to
branding, this is an intriguing finding.
After learning about the characteristics of B2B influencers
through the main stages of influencer marketing, we have
gradually grasped what can be exploited from this type of
marketing. So, how should B2B influencers be deployed?
Let's take a look at four strategies to optimize its
performance.
Suggested strategies
1. Reference-based influencer marketing strategy
A reference-based influencer marketing strategy focuses
on leveraging recommendations from external influencers
on the firm's products, services, and customer experiences.
When the goal of influencer marketing is to raise brand
and product awareness, this strategy is typically used. The
main difference between it and traditional marketing
communications is that the message is delivered by an
external individual who ideally represents an existing
customer with authority in the industry, increasing the
message's credibility. This is a strategy that is also widely
used in the B2C sector.
2. Content-based influencer marketing strategy
A content-based influencer marketing strategy focuses on
internal and external influencers co-creating and sharing
industry-relevant content. This strategy is typically used
when the goal of influencer marketing is to improve the
brand image or foster thought leadership positioning in a
specific industry. The activities usually are the influencer's
subject matter expertise, which is used to provide
informational value to the target audience through content.
This strategy is accompanied by in-depth content that
addresses current and business-relevant issues such as
digital transformation or energy transition. Content can be
delivered in a variety of formats, including podcasts,
webinars, white papers, and videos. Inviting external
industry experts to co-create content with the firm's in-
house experts was a common approach. It was thought that
collaborating with external influencers would improve the
objectivity and credibility of the content. Because the
content is related to current industry issues, external
influencers are usually motivated to participate in content
creation because they perceive a mutual interest.
Archild Donet, Director of Sales and Partnership at global
supply chain management company Verify, appeared in the
launch campaign for Samsung's Galaxy Note 8 product
line. Mr. Archild, as a member of the board of directors, is
an excellent influencer for Samsung to use in
communicating the brand's message to the public.
Following in Archild's workday, the Galaxy Note 8 proves
to be a useful tool for businesses to optimize work
performance, when it comes to taking notes, storing
documents, etc. The campaign was well received in the
European market, with sales in the B2B segment
increasing 26% over the same period last year when the
campaign was launched.
3. Interaction-based influencer marketing strategy
Internal influencers' efforts to interact and form social
bonds with target audiences are the focus of an interaction-
based influencer marketing strategy. When the goal of
influencer marketing is to build relationships with
customers and other stakeholders, this strategy is typically
used. Interpersonal trust, gained through interaction with
the target audience, is the source of influence.
Monitoring industry discussions on social media and
participating in them by sharing one's insights on the topic
or commenting on other people's social media threads are
typical activities. The topics of discussion may range from
minor business advice to industry-wide issues. However,
the interaction is more important than the theme; the
influencer must be genuinely willing to spend their
valuable time assisting others by sharing insights and
participating in discussions.
28

The interaction-based strategy relies on having
knowledgeable individuals who are eager to engage in
social media interactions. Firms can also provide their
employees with education and training to help them
implement the strategy.
4. Purpose-based influencer marketing strategy
Purpose-based influencer marketing focuses on leveraging
external influencers to communicate the firm's contribution
to society, the environment, or any other purpose other
than employing people, paying taxes, and generating profit
for shareholders. When the goal of influencer marketing is
to elicit positive emotions toward the company, this
strategy is used. As a result, it differs markedly from other
B2B influencer marketing strategies that are tightly related
to the firm's core business and targeted at potential
customers. The best influencer in a purpose-based
influencer strategy may not be an industry expert, but
rather a credible spokesperson who collectively represents
the beneficiaries.
The key target audience in the purpose-based influencer
marketing strategy is potential employees and the general
public, and content themes might vary from promoting
societally important issues to interacting with
organizational values that connect with the audience.
Deployment notes
To begin, influencer marketing in B2B markets differs
from influencer marketing in B2C markets in several
ways. This means that managers cannot simply use and
translate influencer marketing programs and strategies
designed for consumer markets and expect them to
produce comparable results in the B2B context.
Second, B2B influencer marketing is typically focused on
engaging with strategic industry themes and raising
awareness through the use of credible experts in specific
industry or application areas. Influencers in B2B markets
are not usually celebrities with large social media
followings. Instead of looking for people with the most
reach and visibility, B2B influencer marketing experts can
focus on people with the most credibility in the eyes of the
target audience.
Finally, there is no single "best" or "ideal" way to
implement influencer marketing in B2B markets, but
rather several alternative strategies that cater to different
marketing goals and organizational resources, as well as
specific opportunities and challenges. The four strategies
mentioned above can be combined to form a completely
new strategy, so don't confine your creativity to a single
framework.
B2B influencers are a market with enormous potential in
Vietnam, but before going any further, we must recognize
that this is a distinct segment from B2C influencers.
Strategists must identify B2B influencers as people with
credibility and expertise in the industry, and a suitable
influencer does not necessarily need to have a large social
media following. Furthermore, because B2B influencers
will have little experience creating and distributing
content, they will require technical and professional
assistance from the company. Furthermore, businesses
must assess B2B influencer effectiveness using brand
reputation metrics rather than engagement metrics. The
proposed strategies are all based on one aspect -
suggestions and suggestions, content, interaction, and
purpose - and must all capitalize on the strengths of B2B
influencers in creating influence through credibility and
expertise in the profession. Furthermore, businesses must
assess B2B influencer effectiveness using brand reputation
metrics rather than engagement metrics.
That's all the information you'll get from this blog post.
However, the above fundamental knowledge is insufficient
to truly apply B2B influencers to a comprehensive
marketing strategy. Do the characteristics of B2B
influencers vary by industry, or how can the performance
of this activity be accurately measured when it cannot be
quantified? That is a question for strategists to consider
when planning, and we will wait for the development of
B2B influencers in future campaigns to provide a
comprehensive answer.
This article is written by Valentine Do at EloQ
Communications. Valentine is a PR and Communications
Executive at EloQ and is responsible for developing plans
and creating content for clients. EloQ Communications is
a leading PR and IMC agency based in Vietnam and
handling projects in Vietnam and throughout the ASEAN
region.
29

The Transformative Power of
Purpose-Driven Marketing:
A PARADIGM
SHIFT
IN CMO
30

The modern marketing, CMOs are steering
their strategies towards a transformative
approach one that is purpose-drive.
Beyond the traditional methods, purpose-driven
marketing puts the focus on brand's core values.
That is why this blog explores the impact of
purpose-driven marketing, examining how it
transcends conventional practices and resonates
with the values of consumers.
Ÿ Understanding Purpose-Driven Marketing
The purpose-driven marketing is the one that
aligns with brand's values adding to the
meaningful cause. It transcends the transactional
nature, focusing on building authentic
connections with consumers sharing similar
values. CMOs are realizing this shift, where
authenticity, CSR, and ethical practices play an
important role in brand building.
Ÿ Building Authentic Connections
The era of purpose-driven marketing, are steering
away from superficial brand messaging. They are
crafting narratives that authentically
communicates the brand's commitment to all
causes. This resonates with seeking meaningful
connections with the brands they choose.
Ÿ Aligning with Social and Environmental
Causes
The CMOs are increasingly leveraging purpose-
driven marketing that aligns their brands with
environmental causes. Whether it is about
promoting sustainability, social justice initiatives,
or brands coming together for positive change.
CMOs understand that by aligning with causes
they can create a deeper connection with
audience.
Ÿ Fostering Employee Engagement
The purpose-driven marketing is not just confined
to external audiences, but plays a crucial role in
employee engagement. CMOs are realizing a
sense of purpose in the workplace for a more
motivated and dedicated team. Thus by aligning
CMOs create a cohesive narrative that resonates
with employees and consumers.
Ÿ Measuring Impact beyond Profits
The marketing success is often measured in terms
of sales and revenue. Moreover the purpose-
driven marketing introduces a broader spectrum
of metrics. The CMOs are now measuring their
impact in terms of social and environmental
outcomes. The metrics like social engagement,
brand sentiment provides a comprehensive view
of success.
Ÿ Overcoming Challenges
While the purpose-driven marketing has immense
potential, CMOs face issues in navigating this
shift. Authenticity is important and any
perception of green washing can lead to a loss of
trust. The CMOs should carefully integrate
purpose into the brand narrative, ensuring it
aligns with the brand's values and actions.
Ÿ Case Studies: Exemplifying Purpose-Driven
Success
The successful campaigns provides valuable
insights for the CMOs. The brands like Patagonia,
TOMs, and Ben & Jerry have shown the
effectiveness of purpose-driven marketing in not
just brand equity but building a loyal customer
base.
Conclusion
Navigating the ever-evolving marketing market,
purpose-driven strategies are rising as a powerful
catalyst for change. Beyond profit-driven
motives, the purpose-driven marketing allows
brands to connect with consumers on a much
deeper level, fostering a sense of shared values.
This impact of purpose-driven marketing on
CMO is evident, making a shift towards more
meaningful and authentic brand-consumer
relationships in the digital age.
31

Digital Narrative & Marketing Trends with
Anastasia Kuzmenko
bout Anastasia
A
Anastasia is a seasoned marketing expert with over 14 years
of diverse industry experience, including satellite
communications, oil and gas, and aviation. She is
frequently invited as a keynote speaker to prominent
industry events and featured as a thought leader in various
international business publications.
Anastasia's impressive educational background includes an
Executive MBA with distinction from Hult International
Business School and a Bachelor's degree with honours in
International Relations from a top-rated university in
Ukraine.
Tell us more about your company.
IEC Telecom Group stands as a prominent international
satellite service operator with an impressive three-decade
legacy in the fields of telecommunications and network
engineering.
Our expertise extends to facilitating digitalisation within the
maritime industry and remote land-based locations where
GSM coverage remains unavailable. Moreover, within
urban network settings, we furnish robust satellite back-up
solutions, ensuring seamless business continuity for our
valued customers.
With offices across nine countries, we deliver our services
across the globe.
What were your key achievements at IEC Telecom?
Six years ago, IEC Telecom had a diversified marketing
communications system wherein each office independently
formulated its strategic approach. Undertaking my role, I
embarked upon the mission of centralising communications
and cultivating a robust, internationally acclaimed brand
with a harmonised positioning strategy.
Subsequently, the marketing framework of IEC Telecom
has undergone a myriad of transformations, encompassing
rebranding efforts, global PR campaigns, the cultivation of
thought leadership through prominent conference
participation, and the expansion of our digital footprint.
As a result, IEC Telecom has garnered international
acclaim within the satellite industry, and we take pride in
our accolades from Thuraya Telecommunications, a
prominent global satellite communications operator,
honouring us with the "Best Marketing Campaign" awards
in the years 2022, 2021, and 2018.
How do you manage to deliver relevant marketing
narratives for each of your target groups?
Our customer base spans across many markets, and each
use case differs.
For example, for super-yacht owners, high-speed satcom
means an opportunity to stream movies or conduct business
on board as in the remote office. For humanitarian
organisations, satellite telecommunications are about fast
response and increased operational efficiency.
To deliver relevant narratives, it is essential to understand
your target audience and be able to present the service in a
way that answers their specific demands. Our marketing
communications, therefore, are meticulously grounded on
market research and customer insights to appear pertinent to
each market that we service.
You have recently co-chaired a Digital CX Show in
Riyadh. What is the synergy between marketing
communications and digital CX?
Marketing and Customer Experience (CX) are two faces of
the same coin. CX governs the operational and tactical
dimensions of customer interaction, while marketing
ensures the right messaging and correct brand exposure at
all steps of the way.
34

35

Merely investing in the automation of customer support
proves insufficient. It requires content to run. Similarly,
what purpose does creativity serve if it isn't accompanied
by an efficient mechanism for engagement?
In my view, the functions of marketing and CX are
intertwined, operating in tandem to achieve a harmonious
synergy.
What are the current trends in digital CX and what
shall we expect in the near future?
The growing digital experience market, valued at USD
11.17 billion in 2022, is expected to surpass USD 27 billion
by 2030. While new technology propels growth, it is
essential to leverage user insights to future-proof your
marketing strategy. Here are a few key trends to consider:
SELF-SERVICE & TRANSPARENCY
69% of customers are willing to interact with a chatbot for
simple inquiries. Generative AI is fuelling these dynamics
as many companies are now experimenting with integrating
this new technology into their customer support
applications.
Self-service is not limited to chatbots, though. It is also
about providing customers with sufficient resources to make
informed decisions. Hence, invest in knowledge bases, case
studies, and insight articles to boost your conversions.
PERSONALISATION & PREDICTIVE ANALYTICS
Personalisation and hyper-personalisation will maintain
their momentum, driven by the fact that a substantial 91%
of consumers exhibit a greater inclination to engage with
brands that recognise them.
In the contemporary landscape of customer retention,
addressing immediate requirements no longer suffices. It
has become imperative to anticipate future needs. CX offers
a wealth of data that can be leveraged to enhance digital
algorithms and future-proof marketing strategies.
OMNI-CHANNEL MANAGEMENT
End-users navigate various touchpoints, such as initiating
their interaction with a chatbot, seeking further assistance
from an online agent, and completing their purchase
through telephone transactions.
Brands that excel in orchestrating this seamless transition
stand to acquire a competitive advantage. Recent studies
suggest that robust omni-channel strategies have the
potential to retain up to 89% of their customer base.
What guidance would you offer to aspiring marketers?
Success can't be crafted with the same tools twice. Never
stop learning, and never be afraid to experiment.
36

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