Navigating B2B Marketing with a Customer-First Approach: Insights from Corina Niculescu

With over 15 years of B2B marketing experience, Corina Niculescu, Customer Marketing Campaigns Manager at Bitdefender, shares her journey across diverse industries—from healthcare to automotive—offering valuable insights into aligning global strategies with local markets and fostering collaboration among cross-functional teams.

Adapting Global Strategies to Local Markets

Corina's expertise lies in implementing growth programs while ensuring a customer-first mindset. She emphasizes the importance of adapting global go-to-market (GTM) strategies to local market nuances. "Each local market is different, so we need to adapt the global GTM to local requirements," she explains. By leveraging data-driven decisions, sales and channel insights, and market dynamics, Corina has successfully executed growth programs across Europe and the US. Her customer-first approach ensures that programs are tailored to the unique needs of each market while maintaining alignment with broader business objectives.

The Power of Cross-Functional Collaboration

Effective collaboration is key to Corina’s success. She highlights the importance of synergy between marketing, sales, RevOps, and customer success teams. By working together, these teams ensure that growth programs are not only relevant but also seamlessly executed. "The customer journey is impacted not only by marketing teams but also by the other departments in the company," Corina notes. The integration of these teams helps respond to market changes dynamically, launch impactful campaigns, and drive customer loyalty.

Challenging yet Rewarding Marketing Campaigns

When asked about her most rewarding experience, Corina reflects on the challenges of implementing growth programs across multiple regions, particularly when local legislation and market dynamics must be considered. "The programs that are the most rewarding are those that are easily adopted by sales and channel teams," she shares. These programs often deliver the greatest growth and create long-term impact.

Maximizing Growth Through Upsell and Cross-Sell Campaigns

Corina also emphasizes the role of sales and channel teams in driving effective upsell and cross-sell campaigns. By continuously collaborating with these teams and leveraging customer data, she tailors campaigns to maximize engagement and deliver measurable results.

Advice for Aspiring Marketers

For aspiring marketers, Corina’s advice is clear: "Build strong relationships with cross-functional teams, especially sales and customer success, to gain valuable insights." By understanding customers’ pain points and working closely with teams, marketers can create solutions that truly meet customer needs.

Conclusion:

Corina’s customer-focused mindset, strategic adaptability, and collaborative leadership distinguish her as a visionary in the B2B marketing world. Gain valuable insights from her expertise and uncover the impact of prioritizing customers in shaping the future of B2B marketing. Click Here for a full Interview.

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