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Episode #290:
Margaret Dawson, Chief Marketing Officer at SUSE, explains how the modern CMO role is evolving from simply communicating products to building trust through customer understanding, storytelling, and authority. She shares why AI-driven buying behavior, growing market noise, and delayed buyer engagement are forcing marketers to rethink how they earn credibility. She also highlights why customer-centric messaging, human engagement, and differentiated positioning remain foundational to sustainable B2B growth.
“Sometimes we forget that those foundational elements that used to be marketing’s foundation are still marketing’s foundation. It’s still the story, the storytelling, and that narrative that are important to build trust, build relationships, and get your story out there to break through the noise. At the end of the day, it’s about the customer, and it’s about your story.” - Margaret Dawson
This conversation explores how trust has become the defining currency in modern B2B growth. Margaret explains why today’s CMOs must go beyond product messaging to become facilitators of alignment, builders of authority, and advocates for deeper customer understanding. She discusses how AI-driven search, peer validation, customer testimony, and human-created content are reshaping how buyers evaluate vendors. The discussion offers practical insight into how leaders can build trust, break through market noise, and create stronger customer relationships in increasingly complex buying environments.
