American Express and the new philosophy of the B2B CMO

Business to business advertising doesn’t need to be dull, but the marketers that put these communications together must get to grips with the effects of their work, particularly regarding the business’s profitability, says American Express’s UK B2B marketing chief.

The cliché of B2B marketing as the output of emails and whitepapers to build warm leads for the sales department is fading, giving way to a new post-COVID reality. It’s a landscape of great opportunity and risk.

“If you’re an SME at this point, you either...