The diary of a first-time CMO volume 2
Insights for B2B marketers on how to scale
Across 55 new diary entries, Alice documents a new phase of growth as CMO. Unpacking her blueprint as Cognism looks to scale beyond $100m, sharing 20 months of lessons from the trenches:
- Building the DG and ABM program that scaled Cognism from $55m to $80m+ ARR
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Entering the French & DACH markets and hitting 120% of target
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Integrating Kaspr into the Cognism Group and doubling ARR
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"CMO insights directly from the trenches. The
learnings are remarkable" - Gaetano DiNardi
5000 marketers signed up for a free copy in 2023
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55 diary entries. Endless lessons to help you scale.
- Advice for being a woman in C-suite in a fast-moving scale-up
- Navigating C-suite dynamics
- Managing both marketing leadership and parenting
- Wearing many hats: how to balance being strategic vs operational
- How to bring a new product to market
- How to manage wide-scale company reporting as you grow
- Integrating Kaspr into Cognism Group and doubling their revenue
- Mistakes we made expanding into DACH
- How we nailed expansion into France
- Finding and working with subject matter experts in new regions
- Warming up a new region with marketing
- A guide to acting as subject matter expert AND CMO
- How we make our content outperform our biggest competitor
- Creating enterprise-specific content
- Launching long-form content that isn’t a gated eBook
- The evolution of the demand generation content marketer
- What content planning and distribution looks like in a DG led strategy
- A process-driven approach to defining your ICP for growth
- Applying an ICP-driven approach to increase retention
- How to market to the modern B2B buyer
- How to launch and execute a best-in-class demand generation campaign
- What best-in-class demand generation content looks like
- Building the strategy and execution of a multi-million dollar paid ads engine
- How to maximise in-person events in 2025
- How we built an ABM program that generated $300k in 8 weeks
- The technology that powers a top 1% demand gen strategy
- How to build minimal viable tests and minimal viable products
- Aligning Demand Generation and Paid Media teams to drive revenue
- Building an enrichment program to improve customer experience
- How we built a team of internal agencies
- Hiring mindset over skillset
- How we work with agencies and freelancers
- Building sustainable positioning for newy acquired businesses
- Implementing AI into your marketing team
A word from Alice.
Hey B2B marketers 👋
We're back. 20 months and 2000+ book sales later.
I wrote this follow-up because the first diary went WAY beyond my expectations. It's given me a
wonderful platform to help other first-time marketing leaders.
So that's what this follow-up is.
Another honest account of what's worked (and what has not) as we approach breaking the $100m mark.
Only 100 copies available in this first release...
Join the early bird list to get yours.
Reserve your copy👇
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