LG: First things first, could you please introduce yourself?
First, thank you for including me in your column!
I’m a Partner within the Growth, Marketing, and Sales practice at McKinsey & Company, based in Chicago. I’ve been with the firm for nearly 10 years now and support B2B companies across a range of industries, including chemicals, agriculture, food, and distribution, with growth transformations. This can include everything from GTM strategy and sales enablement to driving growth with green products.
Outside of work, I currently serve in various alumni roles at the University of Chicago, which is where I received both my BA and MBA. I’m also a member of the Impact Council at A Better Chicago. And best of all – I’m a proud mom of a sassy 4-year-old girl!
LG: Ignite USA is all about brand. To go back to basics, why is brand so important right now? Why should it be on the top of the agenda for B2B marketers?
Building brand equity is critical to sustain customer loyalty and growth. For some context, our B2B Pulse found that the consumerization of B2B sales isn’t just on the way – it’s already here. We have seen a shock to brand loyalty for both B2B and B2C organisations. And there a few ‘must dos’ to build brand perception and customer retention including performance guarantees, showing product availability online, enabling purchases over any channel, providing real-time customer service, and offering a consistent experience as buyers toggle between channels.
LG: Could you give us a Netflix style teaser on what your session will be about?
Of course! I will be part of fireside chat with Joel Harrison, the editor-in-chief of B2B Marketing. The title of our session is: ‘How to be a B2B Outperformer: The New Growth Equation’. And we have so much to unpack in a short period of time!
First, we’ll look at what it means to be a B2B outperformer. We’ve identified four areas that drive outperformance: insights, talent, technology, and agility. We’ll explore each of these areas in-depth. We’ll also discuss the latest findings from our Global B2B Pulse, which surveyed nearly 3,500+ B2B decision makers across 12 markets. We came away with some incredible insights on key topic areas including the rise of omnichannel, the role of data and technology, and more. I’m excited to connect with Joel and explore these areas further on June 3.
LG: What’s some of the actionable insight our audience will get from your session? Why will our audience benefit from attending?
We’ve touched on the rise of omnichannel, and the importance of brand loyalty. At Ignite, we’ll also dive into key topic areas including personalisation, the ‘rule of thirds’, and green growth.
Personalisation is now the standard, not the exception. And sellers that offer the most highly tailored outreach are 1.7 times more likely to have gained market share than those pursuing only moderate personalisation efforts.
Today, B2B buyers want in-person, remote (e.g., video conference), and self-service (e.g., e-commerce) channels in equal measure. We call this the ‘rule of thirds’ and it is a key blueprint for growth!
Lastly, we’ll look at the fundamental importance of sustainability, which will change B2B industries for decades to come. From a marketing and sales angle, a new challenge will be on “green growth” – developing a strategy and making it operational through clearly defined measures, to take these new sustainable offerings to market more effectively and unlock top line and bottom-line growth.
LG: What are you most excited for by attending Ignite 2022? Is there anyone you’re particularly looking forward to hearing from?
Personally, I’m looking forward to listening in to all the sessions and sharing the insights we’ve gained through our research this year.
The pandemic has accelerated an already fast-changing discipline. B2B marketing is undergoing a major evolution, as companies adapt to ‘new normal’ business climate. And, we can’t discount the fact that we are back in person! I’m excited to connect with my friends and colleagues, meet new people, and learn from each other throughout the conference.
