Altium Packaging CMO Reveals Secret to Winning Multimillion Dollar B2B Contracts
by Brian Hankin
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What you'll discover
when watching Brian's story
- Successful marketing requires a disciplined approach focused on ROI and data-driven decision making.
- Balancing retention of existing customers with acquisition of new ones is crucial for business growth.
- Content creation and distribution are vital, with AI emerging as a powerful tool to increase efficiency and quality.
- Metrics are critical for measuring success, but human intuition and judgment still play an important role.
- Branding remains important even in B2B industries, requiring long-term investment and strategy.
- Close alignment between marketing, sales, and other departments is essential for developing effective strategies.
- Leadership that fosters autonomy, engagement, and a supportive culture is key to attracting and retaining top talent.
Meet Brian Hankin - Chief Marketing, Innovation, Strategy and Sustainability Officer@ Altium Packaging
Brian Hankin is the Chief Marketing and Innovation Officer at Altium Packaging, a leading packaging company in North America with 75 facilities. His journey into marketing began with an internship at Procter & Gamble during the mid-nineties while he was in business school. This experience ignited his passion for marketing and innovation, leading him to a diverse career.
Brian has a rich background in consulting, having worked across various industries like consumer packaged goods, insurance, finance, and technology. He has extensive experience in both B2B and B2C markets, which has equipped him with a broad perspective.
At Altium Packaging, Brian oversees marketing, innovation, sustainability, and strategy. He focuses on identifying growth segments, leveraging digital marketing, and using AI for content creation. Under his leadership, the company emphasizes sustainability by incorporating recycled materials in their packaging solutions.
Brian believes in disciplined entrepreneurship and is committed to driving profitable sales while fostering a culture of responsibility and engagement.
Check out Brian Hankin's thoughts on B2B branding & marketing strategies
When it comes to the importance of branding in B2B industries, Brian shares:
"Branding remains important even in B2B industries, requiring long-term investment and strategy."
He also shares how marketing and sales alignment can improve strategy development:
"Close alignment between marketing, sales, and other departments is essential for developing effective strategies."
And the role of AI in content creation:
"Content creation and distribution are vital, with AI emerging as a powerful tool to increase efficiency and quality."
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