Episode 66

Building the business case for Sustainable Marketing (Part 2) - Caroline Taylor, Former CMO, IBM Global Markets

Published on: 5th October, 2023

Carrying on from Part 1, this episode jumps straight into the tactical side, where Caroline shares her views on the opportunities around digital, making the point that, “listening for a business is such a wealth of value which can be done in an automated way, and is the way forward to be commercially successful.”

Moving on to metrics and measures an area with many questions but not enough answers yet, we talked about how we have to go beyond the corporate metrics of revenue and profit. Whilst these are still important metrics, the need to broaden out what we measure and what ‘good performance’ looks like is critical. Caroline explains that influence was a big deal at IBM, influence and reputation metrics are valuable both from a B2B and B2C perspective. But….and this is important, Caroline points out in when it comes to why people buy from and engage with you, “the big challenge for marketers is, those reasons have to be authentic, they have to be real, there has to be credibility behind them.”

The ability to look broadly, do the right thing and meet all the points of value creation are what make marketing and indeed this conversation so interesting. Caroline shares some top actions she believes marketers need to be doing and of course we ask her that all important question, ‘Can marketing save the planet?’ This is not one to be missed, it will leave you with so much to think about and take forward, so tune in, listen and tell us what you think…

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You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

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