That CIM Episode

THAT MARKETING PODCAST •
SEASON  2
EPISODE 1

Gemma Butler, Marketing Director at the Chartered Institute of Marketing, shares her view on how marketing and marketers have been changed by the pandemic, and how they can move forward successfully.

As a focal point for marketers of all stripes, the Chartered Institute of Marketing has a unique outlook on the opportunities and challenges facing the industry. In this episode, Gemma Butler explores:

How the “new normal” has given marketing a more powerful voice:
“One of the key headline results that came out [of the CMO Survey] was that 73%, of senior marketers in the UK said that marketing as a function has been hugely elevated during the pandemic. Everybody’s suddenly turned to the function that knows how to engage and how to communicate.”

The growing trend for marketers at all levels to take control of their skills and careers:
“We’ve seen a huge amount of marketers coming through CIM prioritizing themselves in terms of upskilling themselves learning things that they wouldn’t have the time to do before.”

The CIM view on how B2B and B2C companies differ in marketing terms:
“In my view, there is a longer relationship to be built up on a B2B basis, because it’s my business working with your business. What you can do for each other is probably a longer period of time, whereas B2C can be “I’m going to go in and buy your product once, and it’s transactional. And I’ll never speak to you again.”

Go to top
Contact