What's Happening?
Emma Chalwin, Chief Marketing Officer at Workday, is emphasizing the need for a human-centered approach in B2B marketing, particularly in the context of increasing AI adoption. Speaking at the 2026 World Economic Forum in Davos, Chalwin highlighted the evolving role of CMOs from traditional brand awareness to strategic business drivers. She advocates for a 'B2B to B2H' (Business to Human) messaging approach, which focuses on addressing individual decision-makers with personalized, transparent communication. Chalwin argues that modern CMOs must integrate financial literacy into their strategies, establishing clear KPIs that link marketing efforts to revenue generation and customer retention. This shift is crucial as businesses navigate market uncertainties
and the transformative impact of AI on the workforce.
Why It's Important?
The shift towards a human-centered marketing approach in B2B sectors is significant as it addresses the growing demand for transparency and personalized communication in business transactions. As AI continues to transform industries, CMOs are positioned to play a critical role in shaping organizational narratives and influencing strategic decisions. By focusing on customer retention and deepening existing relationships, businesses can build trust and loyalty, which are essential in an era marked by rapid technological change and market volatility. This approach not only enhances customer satisfaction but also positions companies to better navigate economic uncertainties and competitive pressures.
What's Next?
As businesses continue to adapt to AI-driven changes, CMOs are expected to further refine their strategies to align with the 'B2H' approach. This involves developing deeper audience segmentation and customizing content to address specific job roles and emotional drivers. Companies may also focus on embedding core brand values into their marketing campaigns to differentiate themselves in a crowded market. The emphasis on human-centric marketing is likely to influence broader industry practices, encouraging other sectors to adopt similar strategies to enhance customer engagement and trust.
