Domenic Colasante is CEO at 2X, a B2B-focused company whose purpose is to enable marketing to deliver a greater revenue impact while operating at a significantly lower cost. While 2X is headquartered in Pennsylvania, it is truly a global operation whose teams operate in multiple countries across the world.
I wanted to sit down with Domenic to discuss the challenges and benefits of offshoring in B2B marketing, including the need to balance short-term and long-term goals, integrate marketing and operations, and prioritize retention. Along the way we share many compelling B2B best practices that should be of interest to anyone doing B2B marketing today. Our discussion tackles topics including:
- Overcoming the fear of offshoring B2B marketing services.
- The importance of English proficiency in offshoring marketing work, particularly in Southeast Asia.
- The challenge of underutilized technology in organizations, despite significant technology investment.
- The question of whether ABM marketing (or at least, the term “ABM Marketing”) has “jumped the shark.”
- The impact of Google’s decision to not fully phase out third-party cookies on digital marketing, including potential implications for ABM.
- How to execute B2B marketing strategies that focus on customer retention and LTV maximization.
- The importance of CRO-operations collaboration within the organization.
- The challenges of balancing short-term and long-term marketing goals.
- Why acquiring AI expertise is crucial for marketers, who must become technologists in addition to performing their traditional marketing roles.
