#2 Running integrated B2B marketing campaigns with a B2C approach
Davinia is the Head of Marketing, Asia Pacific & Japan for Backbase which provides the leading Engagement Banking platform that empowers banks and other FI to accelerate their digital transformation. She has worked at leading Fortune 500 companies in technology, financial services and professional services but decided to go outside of her comfort zone to join a scale-up company around 2 years ago. And she was able to help Backbase generate more than US$1M in active pipeline with one research report!
In this episode, I got a chance to talk to her to understand more about her strategies, tactics and opinions on running marketing campaigns for Backbase with a B2C approach. Also on how she measures the impact that her team is generate both demand and pipeline for the company.