How This CMO Boosted Sales by Integrating Demand Gen into Marketing
by Peter Dibbern
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What you'll discover
when watching Peter's story
- Effective leadership in marketing involves hiring for cultural fit, setting team goals, and encouraging continuous education.
- Integrating demand generation within the marketing department can improve lead quality and sales acceptance.
- Understanding complex industries deeply allows marketers to provide valuable insights to businesses.
- AI is a useful tool for content creation and personalization, but should not replace human creativity and context.
- Tailoring go-to-market strategies to specific industries and personas is crucial for effective B2B marketing.
- B2B marketing relies heavily on professional networks, industry-specific channels, and explanatory content.
- Unexpected opportunities can lead to successful long-term careers in marketing.
Meet Peter Dibbern - CMO @ COSMO CONSULT
Peter Dibbern is the Chief Marketing Officer at COSMO CONSULT, one of the leading Microsoft business application system integrators and independent software vendors. With a career spanning 30 years in IT and business-related marketing, Peter’s journey began unexpectedly when his first boss tasked him with building a marketing department for a small software company.
At COSMO CONSULT, Peter leads a team of 30 people, overseeing marketing efforts for a company with 1500 employees worldwide. He has held the CMO position for the past 5 years.
Peter’s expertise lies in complex B2B marketing processes, particularly in the manufacturing industry. He has successfully integrated demand generation within the marketing department, improving lead quality and sales acceptance.
Under Peter’s leadership, COSMO CONSULT has become a key player in delivering Microsoft’s entire business application portfolio, differentiating itself in the market.
Check out Peter Dibbern's thoughts on effective marketing strategy
When it comes to the importance in go-to-market strategies for B2B tech companies, Peter shares:
"You really have to get into the depth of the certain markets that you are addressing because addressing customer relationship management tools is a totally different ballgame than addressing enterprise resource planning."
He also shares how startups should approach their strategy:
"If you have set up a strategy and you are absolutely convinced that this strategy is going to work, try to work on your minimum viable product and develop it continuously."
And how marketers should approach AI in content creation:
"AI is a great and helpful tool to leverage and increase productivity and efficiency, especially when it comes to personalization, but it's not the answer to everything."
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