The Future of B2B Marketing, AI & Growth | Elly Sherwin, CMO of Fundament

We certainly will.

I mean, so it feels like certainly what you're doing at Fundment and indeed what you were doing at Silicon Valley Bank was very much a B2B marketing role and sort of around the ecosystem of businesses and the startup ecosystem as well as now in the wealth management space.

So do you have sort of a lens of a bit of a playbook when it comes to B2B marketing? How do you think about that?

Yeah, it's a great question.

I think about it as how can marketing play that role in driving predictable growth? How are we using that customer insight, how to really understand where the demand comes from, how we can think about...

shaping the messaging, making the selling part easier for all of our partners within the business, whether that's product sales, distribution, et cetera.

And I suppose it depends, the different flavors of that depend on the specific business that you're in.

And so for me now, a lot of it is really around building that brand as well as driving growth through acquisition and growing share of wallet.

But I think really it comes down to the fundamentals of, you know, having strong commercial acumen.

And I've loved listening to some of your guests talk about that as well, but really understanding how the business makes money and drives revenue and how, so I think as a marketer, if you understand that friction, but also where you can help create efficiencies within the business and It enables you to fly as a marketer, but also bringing to it that level of customer insight and truly understanding with empathy where clients are coming from.

And at times, you know, that's difficult.

So I always like to go back to the research where I can.

And then just having, being human, right? Leading with empathy, being approachable and being clear and focused with what you're doing.

We don't tend to have the largest budgets.

And so, you know, you've got to be really focused.

You've got to be able to say no and have that clarity of, the priorities that you're driving, the tactics underneath them, and then obviously how you're measuring that output.