B2B Marketing Redefined: Customer Value, Strategy, and Leadership
In this episode of The Unicorny Marketing Show, Dom speaks with Camilla Davison, Head of Global Marketing and Communications, Aftermarket at ZF, about the evolving role of marketing in delivering real customer value and driving organisational growth.
What you'll learn:
- How marketing insights influence strategic decisions.
- The importance of collaboration across sales, marketing, and operations.
- Why marketing should lead as a strategic driver, not just a support function.
Camilla challenges traditional views of marketing as a support function, showing how it can take centre stage in driving customer value and growth.
Links:
Full show notes: https://unicorny.co.uk
Camilla Davison: https://www.linkedin.com/in/camilla-davison-9992b519
Sponsor: https://selbeyanderson.com
0:00 Intro to the episode
3:38 Camilla’s career
8:16 Structural differences between consumer and business marketing
12:16 Misconceptions about marketing (and how to advocate)
19:08 Turning customer understanding into innovation opportunities
25:20 Addressing data limitations in B2B marketing
32:39 Marketing as the hub of organisational alignment
37:52 How marketing can communicate with the CFO
#leadership #marketingstrategy #b2bmarketing #brandbuilding #marketinginsights