The Modern CMO: From Brand Builder to Growth Engineer - Storyblok

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Overview

In this CMO Inspired Summit masterclass in Manchester, Mark Wheeler, Chief Marketing Officer at Storyblok, a fully remote, Austria-based company of around 300 people, explains why CMOs are no longer simply influencing growth but engineering it.

Through four stories drawn from his time at Storyblok and previous organisations, Mark shows how to move from 'spray and pray' campaigns to an account-centric focus, build consistent messaging across sales and marketing, and use the right strategy and technology to scale smarter in an AI-driven world.

Key takeaways

  • Being 'in market' means sales and marketing saying the same thing at the same time, with consistency from website and email to advertising and the sales pitch.
  • Define your ideal customer profile like a sticker book: map the accounts you already have to see clearly what you want and what you're missing.
  • Storyblok uses lead scoring across 15 different factors before passing a lead to MQL, combined with intent data for account-based marketing.
  • Tailor messaging to buying stage, even telling accounts that are not in market why they should still pay attention.
  • AI is the most disruptive change to marketing in around 20 years, changing how people buy and finally making real-time, personalised content possible.

Watch the full session on YouTube: Storyblok | The Modern CMO: From Brand Builder to Growth Engineer - CMO Inspired Summit

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