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EP1. Building Your B2B Commercial Confidence with Henrik Arlund
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In this episode of We Do B2B, host Dale Koerner welcomes Henrik Arlund, COO and Co-Founder of BlueOcean, to discuss alarming research from the B2B Institute. The data reveals a misalignment between businesses' objectives and their belief in marketing's contribution. Henrik emphasises the critical role marketing plays in business success and provides insights on how marketers can demonstrate their value. They also discuss the need for marketing’s involvement at the governance level. A compelling episode encouraging marketers to showcase their impact and secure a seat at the boardroom table.
Timestamps
00:00:00 - Welcome to We Do B2B
00:00:41 - Meet Henrik Arlund - A Wealth of B2B Marketing Experience
00:01:53 - Shocking Numbers - Marketing's Impact on Business Objectives
00:04:02 - The Misalignment in Business and Marketing
00:10:35 - Bridging the Gap with Marketing
00:12:29 - The Role of Marketing at the Governance Level
00:20:17 - Demonstrating Commercial Competence
00:27:03 - The Future of Marketing and Business Futureproofing
00:29:21 - Growing New Zealand's B2B Marketing Community
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Chapters
1. Welcome to We Do B2B (00:00:00)
2. Meet Henrik Arlund - A Wealth of B2B Marketing Experience (00:00:41)
3. Shocking Numbers - Marketing's Impact on Business Objectives (00:01:53)
4. The Misalignment in Business and Marketing (00:04:02)
5. Bridging the Gap with Marketing (00:10:35)
6. The Role of Marketing at the Governance Level (00:12:29)
7. Demonstrating Commercial Competence (00:20:17)
8. The Future of Marketing and Business Futureproofing (00:27:03)
9. Growing NZ's B2B Marketing Community Together (00:29:21)
24 episodes
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