In the media

I sat down with Alan O’Donovan, Founder of the 15 Minute Coffee Podcast, on a park bench, in the gardens of the Irish Museum of Modern Art on a sunny winter’s day. No Zoom screens. No fancy setup. Just two people having a proper conversation. We talked about my time living in the Middle East, what it’s like coming home after a decade abroad, and how life rarely works out the way you expect.

Only 5% of B2B buyers are ready to buy. The other 95% might not be ready for months, or even years. If that's a scary thought that's making you rethink your entire B2B marketing strategy, well don't fear! While you might need to reassess your approach, it shouldn't be something to be afraid of.To Andrea Linehan, CMO of the fintech company Zai, it's an exciting challenge that in fact gives you even more opportunities to think long-term goals to lay the foundations to capture that 95% when they do become ready to buy. She joined us for her second CMO Diaries appearance to share why and how the 5:95 ratio isn't something to be afraid of, it's something to embrace.

As a CMO, you're not just responsible for how your brand operates externally, you also need to develop the brand culture for employees to keep them aligned and passionate about working with you. But that takes alignment with all the senior leadership, which is why Andrea is back with us to share why it was important to bring all the leaders together in one place (despite coming from many different countries) to really hammer this out.

FinTech B2B Marketing Conference 2023: The Future of Financial Services & Technology B2B Marketing Landscape.

Panel Discussion: Innovative content marketing strategies to boost your omnichannel experience and save marketing from the dark side

CMO DIARIES | MERGER BRANDING: SOMETHING GREATER THAN THE SUM OF ITS PARTS | ANDREA LINEHAN

REGULAR CMO ALLIANCE DEVOTEES MIGHT RECOGNIZE ANDREA FROM HER APPEARANCE ON OUR OTHER SHOW, CMO CONVO. BACK THEN, SHE JOINED US AS THE CMO OF CURRENCYFAIR. BUT THE NEW COMPANY NAME ISN'T BECAUSE ANDREA'S CHANGED COMPANIES, IT'S BECAUSE CURRECNYFAIR HAS MERGED WITH ASSEMBLY PAYMENTS TO CREATE THE NEW BRAND: ZAI.

AND THAT NEW BRAND IS WHAT WE'RE TALKING ABOUT IN ANDREA'S FIRST EPISODE OF CMO DIARIES. SHE AND HER TEAM HAVE BEEN HARD AT WORK CREATING A NEW BRAND TO REPRESENT THE MERGER, AND SHE'S HERE TO SHARE HER INSIGHTS AND PROCESSES FOR OTHER CMOS WHO MIGHT HAVE TO DO THE SAME.