Playbooks

Dan Rosenberg has been a leader in programmatic marketing and measurement throughout his career. As a leader at MediaMath, he’s an innovative thinker who lives and breathes the complexity of how to deliver media at scale to the right audiences. Most recently, he’s put all his attention— wisely — into the challenges of B2B marketers with founding Octane11, an omni-channel, account-based measurement platform for B2B.

Alicia Parker is the CMO of Tishman Speyer. From Rockefeller Center to Harvard University’s life sciences and technology destination, Tishman Speyer owns real estate in 35 different geographies across the globe. Alicia shares her excitement about the evolving role of a B2B CMO in today’s dynamic landscape. With an abundance of channels, innovative strategies, and unprecedented access to data, CMOs are now equipped with powerful tools to drive business growth. Team prioritization around data-driven goals and strategic focus can be a key competitive advantage and help create alignment across the organization. That alignment is integral in getting fellow leaders to support the marketing team’s initiatives.

Patrick Reynolds’ career has spanned iconic ad agencies like Hill Holiday and renowned brands like Mastercard. Now, as CMO of the rapidly growing CDP BlueConic, he observes the evolving role of the B2B marketer in a tech-driven landscape. Patrick shares insights on maintaining a human touch in marketing, even as technology expands possibilities, offering a thoughtful perspective on navigating complexity while balancing analytics with instinct.

As an executive at Dell, 6sense, and most recently SAP, Teresa Joy has worked with some of the largest B2B businesses in the world. Teresa discusses the current complexity in B2B marketing, such as overlapping tech stacks, the pressure to justify the impact of marketing on revenue, the intricate data landscape, and the ongoing pursuit of perfect attribution, with the wise warning that when it comes to data and attribution models — one size certainly does not fit all.

As an original member of LinkedIn’s B2B Institute, Jon Lombardo’s been one of the most vocal freethinkers in B2B marketing. He has codified some of the most powerful B2B marketing insights and practices through work with Les Binet, Byron Sharp, Mark Ritson and others. Evidenza, Jon’s latest venture with his fellow B2B Institute alum Peter Weinberg, offers synthetic customer insights at scale to help B2B marketers build mental availability and salience for brands.

As Sadé Muhammad reflects on her journey as the Chief Marketing and Impact Officer at the 100-year-old global media brand TIME, she notes that early in her tenure, market research revealed a key challenge: while advertisers respected TIME, they weren’t always sure what value it offered them. Sadé took this as a call to redefine the brand’s appeal. Focusing on community, she recognized that TIME’s events and platforms foster a sense of aspiration and belonging — her goal became to strengthen those connections while creating a more inclusive experience.

Lou Cohen is the Chief Digital Marketer for EY Americas. He is outstandingly passionate about the media landscape and has been a professor of marketing at schools including NYU and Yeshiva University for a decade. In this interview, Lou shares his perspective on the evolving landscape of B2B marketing, offering a deep dive into the role of AI and first-party data in shaping today’s strategies and how businesses can navigate the complexities of digital transformation.

Noah Brier is one of marketing’s great entrepreneurs, having founded the early social media management platform Percolate. As impresario and founder of the pre-eminent conference about GenAI’s impact on marketing, Alephic, he frequently addresses both the promise and reality of GenAI. As Noah points out, we often don’t fully understand what problems artificial intelligence is actually best suited to solve. He recommends that leaders start by circulating access throughout the organization, then layer in specific human expertise to amplify impact. Only when AI is integrated with the unique knowledge held within an organization does it become an enabler for solving real business challenges.

Zara Mirza is one of the most impactful brand creators in B2B. From her transformation of GE, to the way her work is reframing the annuities category for TIAA, she’s brought meaningful success to some of the biggest brands in the world. She emphasizes the importance of making an emotional connection with B2B buyers, a crucial factor in industries with long sales cycles and complex decision-making processes. She sees AI as leveling the playing field, making it easier for companies to produce baseline content, regardless of size or history. With content becoming a commodity, she points out that brand differentiation is more critical than ever, as buyers increasingly seek partners with shared values and purpose, especially when decisions can span decades.