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At B2B World Fest 2024, Charlotte Mackenbach, communications manager at C-Job Naval Architects, and Laura Whitebread, EVP of marketing at iManage, joined The Drum’s Lynn Lester for a no-holds-barred Expert Marketing Clinic. Here’s a plain-speaking rundown of the top questions tackled and the wisdom shared.
Whitebread: “Marketing has to speak the language of the boardroom – showing how it drives revenue and outcomes, not just impressions and clicks.”
Mackenbach: “It’s about visibility. Once leadership sees how marketing aligns with strategic goals, they start knocking on your door.”
Takeaway: Prove marketing’s value by linking it to revenue and corporate objectives. Make your work essential to decision-making, not a nice-to-have.
2. How do you convince stakeholders to increase the marketing budget?
Whitebread: “Data, benchmarks and patience – it’s about showing, not telling, how every penny spent translates into growth.”
Mackenbach:“Start small, show results, then ask for more. If they see value, the budget will …
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