B2B tech rarely gets to play the headliner, but one marketing boss is rewriting the rules. With bold campaigns featuring real rock legends, a commitment to ROI and a focus on skills over degrees, she’s leading the charge to make enterprise software marketing not just effective but fun.
It’s rare to hear a chief marketing officer cite “fun” as a corporate value – especially in B2B tech, where jargon and dull case studies often rule. But Emma Chalwin, CMO at payroll and talent management software company Workday, is ripping up the rulebook. She’s injecting humor, rock-star swagger and a laser focus on ROI into a global marketing engine that’s helped the company crack 60% of the Fortune 500 – and recently join the S&P 500. The Drum caught up with her in Davos to find out how this bold strategy is reshaping an industry more accustomed to staid product demos …