Why CMOs Who Deliver Impact Look Beyond the Martech Stack - Exclaimer

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Overview

In this masterclass from the CMO Inspired Summit UK North at The Lowry Hotel, Manchester, Jennifer Herbison, SVP of Global Marketing at Exclaimer, shares the personal journey she went through after joining the company, drawing on a career that began in consumer marketing at Skyscanner before moving into B2B.

Marketing teams are managing bigger stacks and more dashboards than ever, yet real results often feel out of reach. Jennifer explains how to escape the martech trap by focusing on brand clarity, market insight, customer connection, product knowledge and channel effectiveness.

Key takeaways

  • Mid-market companies can run a huge number of tools, creating an operational burden as overlapping products struggle to work together.
  • Step back and reset: review the value each tool provides before adding another, as Exclaimer did with its targeting and enrichment software.
  • Ground positioning in research with current customers, people aware of you and people who have never heard of you, plus direct and adjacent competitors.
  • Know your product: use it yourself from your first week, because brilliant brand ideas fail if they aren't rooted in what customers want.
  • Technology only works when the fundamentals are in place; Exclaimer moved from Pardot to HubSpot to support nurture and aligned campaign messaging with what sales say.

Watch the full session on YouTube: Why CMOs Who Deliver Impact Look Beyond the Martech Stack | Jennifer Herbison, Exclaimer

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