Episode 32 A CMO Confidential Interview with Paul Hirsch, former EVP at Leo Burnett, and inaugural judge of the B2B Creative Lions at Cannes, who is currently the CEO and Chief Creative Officer of the nation's oldest B2B agency, Doremus+Co. Paul discusses the need for change in how B2B companies approach marketing, why it’s important to think holistically about the purchase cycle versus the top of the funnel, and the fact that "Nobody Cares" about how great you say your product or service is unless you make them care by creating advertising that’s truly memorable. Key topics include dealing with unrealistic management expectations, seeing marketing as an economic multiplier instead of a cost to be managed, and needing to move to the story and away from "making feature-driven sales lists." Listen to the end to hear about an actual agency RFP that could have been written by The Onion.
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