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Client Centricity in B2B: Moving beyond data and understanding signals with Nicole German, Global CMO HSBC, CIB
In this episode of B2B Marketing: The Provocative Truth, Benedict explores a striking paradox with Nicole German, Global Chief Marketing Officer for Corporate and Institutional Banking at HSBC. His challenge is that despite having unprecedented amounts of customer data, many B2B organisations seem further away from truly understanding their clients than ever before.
Nicole refutes this assumption, articulating that the real opportunity lies in moving beyond raw data to decode the signals it creates. She reveals how HSBC transforms the complexity of multiple personas across multiple regions…
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