Measuring Brand ROI and Selling a Feeling with Jasper Martens of PensionBee

After 30 years in marketing, Melissa Puls, CMO and SVP, Customer Success & Renewals at Ivanti, has seen it all: the highs, the lows, and the evolution of marketing itself. In this episode, she shares how she’s built her career around people-first leadership, purpose-driven strategy, and performance that actually moves the business forward. Melissa breaks down why B2B and B2C are outdated concepts, why it’s time to think “business-to-human,” and how aligning marketing, customer success, and renewals can transform growth. She also opens up about lessons learned from failure, how AI is reshaping efficiency and personalization, and why transparency and data-driven decisions are a CMO’s real superpowers. Whether you’re a rising marketing leader or a seasoned exec, this episode delivers practical insights on building teams, earning trust, and driving measurable impact across the entire customer lifecycle.

What if marketing didn’t just support company strategy, but shaped it from the start? 8x8 CMO Bruno Bertini breaks down how today’s marketing leaders can elevate their role through goal-driven alignment, end-to-end customer experience, and real-world applications of AI. Bruno shares his approach to building marketing-led OKRs, driving measurable outcomes like LTV and retention, and using AI to streamline enrichment, targeting, and creative production. It’s a must-listen for CMOs who want to operate as true business leaders and make marketing central to growth.

How do you thrive in private equity while maintaining local autonomy and driving growth? Meghann McNally, CMO of Wrench Group, shares her unique approach to leading marketing in a fast-growing, private equity-backed company. From scaling brand strategies in 27 markets across 14 states to navigating the challenges of a male-dominated industry, Meghann emphasizes the importance of hands-on leadership and data-driven decision-making. She also reveals how fostering curiosity, maintaining local connections, and balancing efficiency with personal touch have been key to Wrench Group’s success.

What does it take to merge companies, scale globally, and lead with clarity in times of change? Benoit Skinazi, CMO of Equativ, shares lessons from his journey founding a company, navigating two major mergers, and growing to a 750-person global team. Benoit unpacks how transparency, trust, and storytelling helped align teams across cultures and time zones, why CMOs must balance short-term impact with long-term brand building, and how empowering high-performing teams drives sustainable growth.

What does it take to lead marketing across multiple industries—and stay ahead of the curve? Alice Palmer, CMO of InvoiceCloud, shares how she’s built a successful career across creative tech, cybersecurity, and digital payments by embracing change, trusting her gut, and staying laser-focused on impact. She dives into leading marketing in PE-backed environments, executing a six-month rebrand under a legal deadline, and using AI for synthetic persona testing and funnel optimization. Along the way, Alice reflects on how parenting lessons—like prioritization and adaptability—have sharpened her leadership style and strategic instincts.

What makes a campaign truly effective? In this episode of The Next CMO Podcast, host Scott Todaro speaks with Dimitri Vlachos, CMO of Spacelift, to explore what it really means to run strategic, measurable campaigns. With over 15 years of marketing experience, Dimitri shares his perspective on aligning with sales, empowering SDRs, and avoiding reactive, jargon-heavy approaches. They discuss the importance of building momentum beyond product launches, creating campaigns with clear goals, and developing post-acquisition strategies that stick. From lessons learned to advice for aspiring CMOs, this episode is packed with insights for marketing leaders at every stage.

What does it take to turn a complex product into a brand people trust—and even love? In this episode, Jasper Martens of PensionBee shares how he did it. From launching with little more than an idea to leading marketing through major growth milestones, Jasper unpacks the strategies behind emotional connection, customer advocacy, and bold brand plays. Whether you're in B2C or B2B, his perspective offers practical lessons on scaling with purpose, embracing feedback, and building a brand that truly resonates.

Stepping into a CMO role? Your first 90 days can make or break your success. In this episode of The Next CMO, host Scott Todaro talks with Nate Skinner, CMO of AffiniPay, about how to navigate this critical transition, align marketing with business goals, and drive measurable impact. Drawing from leadership roles at AWS, Oracle, and Salesforce, Nate shares insights on financial responsibility, understanding customers over competitors, and building a high-performing team. They also dive into AI’s role in marketing, key performance metrics, and the biggest pitfalls CMOs should avoid.

What happens when a marketing leader blends creativity with data to drive customer-first strategies? In this episode, Jill Thomas, CMO of PGA TOUR Superstore, dives into the evolution of retail marketing, the power of data-driven decision-making, and the role of storytelling in brand building. Jill shares insights from her experience at notable brands like Disney and Cinnabon, revealing how marketers can balance analytics with creativity to stay ahead. She also dives into the rapid changes in the golf industry, the challenges of scaling personalization, and why understanding your customer is more critical than ever. Whether you're a B2C or B2B marketer, this episode is packed with practical lessons to help you lead with impact.

When budgets shrink and executive scrutiny increases, CMOs must rethink how they allocate resources to maximize impact. Scott speaks with 2X’s CMO Lisa Cole and CEO Domenic Colasante about how leaders can prioritize high-value initiatives and shift from tactical execution to strategic leadership. They discuss why budget constraints can actually be a superpower, how to align marketing with business goals, and why financial acumen is key to CMO success. Plus, they share practical tips on leveraging AI, improving cross-functional collaboration, and making marketing a true business driver. If you're looking to optimize your 2025 marketing strategy, this episode is packed with insights to help you scale smarter.