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Diary of a first-time CMO - Humans marketing to humans

Hey B2B marketers 👋

Here it is. Four years, $50m+ ARR and 200 pages later… My journey as a first-time CMO.

Covering the key learnings I've gathered in four years of leadership. This diary reveals the lessons that helped me scale Cognism from $3m to $50m ARR, build a team from 3 to 39, and transform our set-up from a classic lead gen function to a demand gen engine.

It’s my handbook for B2B marketers looking to thrive in leadership. (especially if you’re as daunted as I was when I started out!)

Diary of a first-time CMO by Alice De Courcy
By: Alice de Courcy
1 minute read

Humans marketing to humans

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I’m super passionate about this. In fact, I used to get teased a bit because I’d say it so much. But I really do believe that B2B is still B2C. You’re still marketing to people.

B2B marketing so often falls into the trap of formal language, boring narratives and lifeless ads. But just because you’re targeting a business, doesn’t mean you have to be rigid. It’s the people in those businesses making decisions - so target them.

Those people are still individuals. Getting the train, reading magazines, putting their kids to bed, popping to the pub for a drink. They’re still people, with personalities, interests and goals.

There’s no reason why we have to put ourselves into these formal confines in terms of the way we communicate with our customers.

I felt we wanted to be different from a lot of the B2B companies I’d encountered before. I wanted us to be bold and fresh. I wanted to take some ideas that had been proven in B2C and try them in B2B.

Again, I want us to always be questioning ‘are we doing things because we’ve always done them that way?’ and ‘is there a better way we could be doing things?’.

So remember that we’re all humans. And we’re just marketing to humans. So treat your B2B prospects like humans! And learn from B2C. 

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