DiscoverThe Marketing ArchitectsA B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX
A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

Update: 2024-11-26
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On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.

In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. 

Topics covered:  
  • [01:00 ] Why millennials job-hop—and what keeps talent long-term 
  • [05:00 ] Creating shared goals between marketing and sales 
  • [10:00 ] Using a flywheel approach to define team roles
  • [15:00 ] Building B2B brands within a consumer company
  • [20:00 ] Why modern B2B buyers want self-guided research 
  • [24:00 ] The marketing experiment that led to angry faxes 








To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ 
Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/
CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

Marketing Architects