By Lee Odden

Our B2B Marketing Exchange Speaker Spotlight is back with none other than Jeff Marcoux, CMO at Bombora, a provider of Intent data for B2B sales and marketing. With a conference theme of Performance Plus, Jeff is a great choice for a B2BMX keynote speaker with his extensive background in tech and enterprise B2B Marketing.

I first met Jeff when he was a CMO Lead, Worldwide Enterprise Marketing at Microsoft in 2015 and was kind enough to educate us all in the art and science of predictive analytics. Jeff has continued on his path as a sophisticated B2B marketer in senior marketing leadership roles, giving back as an adjunct professor in marketing and starting his own go to market consultancy.

At B2BMX, Jeff will be keynoting on the need for B2B marketers to disrupt their Go to Market approach to more effectively engage the entire account as companies dealing with economic uncertainty. This interview is a bit of a preview of his talk or a summary in case you don’t make it to B2BMX.

Tell us about your role as CMO at Bombora

Jeff: I was a Bombora customer back at TTEC and I was a customer when I was at Icertis. I’ve always used it in my teaching, like for UC Irvine and Oregon State University.  I’ve used them when I was doing some fractional CMO work and when I was doing a lot of advisory work with accounts, trying to figure out intent data. I have always been a fan and a champion as a customer. They wanted me to come in and essentially do what I was doing as a kind of an evangelist advocate for the brand naturally, but to replicate that internally.

A lot of people don’t know this about Bombora, but we have three distinct business units to some extent. We’ve got the intent data side that everybody knows about. We also have a massive audience solutions business where we provide data to most of the big B2B holding companies and major brands. And then we have a whole channel partner ecosystem where people tend to see our stuff, like in 6sense and solutions like that.

There are a lot of different pieces in the role from being a customer evangelist to now being the CMO, architecting a rev op function that is focused holistically on the business, pivoting the marketing team to focus on opportunity and revenue in a full funnel focus. It’s all those different pieces coming together

We created the function of segment marketing in addition to product marketing, which is kind of an interesting motion where the segment role is focused on the go to market motion for sales. So they’re kind of the right hand of sales versus where product is focused on leaning into product, helping us drive voice of customer, ensuring we’re actually following best practices on commercialization releases.

The other part I’m implementing right …read more

Source:: Top Rank Blog

Author: Aaron