Pipeline Obsession in B2B, with Madlen Nicolaus, VP Marketing EMEA at SAP Concur

B2B Marketing: The Provocative Truth · Mar 22, 2023 · 22m

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Madlen Nicolaus to discuss how obsession with pipeline could have an impact on brand awareness.

With an impending recession, there are valid concerns about how companies are going to hit targets. There has been a growing concern on how to optimise pipelines and ensure short-term results. Focusing too much on pipeline will take time and budget away from long-term brand building. There needs to be a balance of the two in order to be truly successful. What changes does B2B marketing need to make in order to turn it…