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B2B C-suite: Fixing the Foundational Crisis in our GTM Strategies

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Manage episode 505268195 series 3526193
Content provided by Steven MacDonald. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Steven MacDonald or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Episode #215:

Cindy White, Chief Marketing Officer at Mitek Systems, traces a global path from B2C brand building to purpose-driven B2B leadership. She explains how advanced AI and biometrics at Mitek safeguard real people and real identities. Her focus is on stopping bots and fraudulent actors before they cause harm. Her personal passions and philanthropy underscore a career centered on using technology for good.

“Integration matters in this world of too much information. It's the consistency of message, consistency of approach, and how it's integrated across all the levels in the organization.” – Cindy White

Cindy highlights how internal alignment and a proper understanding of the customer's voice fuel durable growth. She maps practical steps for making trust repeatable across experiences, reframing ICP beyond demographics, and using customer evidence to guide investments. Her approach centers on one consistent story that teams can execute against to drive ROI.

Follow Cindy White on LinkedIn - https://www.linkedin.com/in/cindy-white-2915a613/

Follow host Steve MacDonald on LinkedIn - https://www.linkedin.com/in/stevensmacdonald/

  continue reading

226 episodes

Artwork
iconShare
 
Manage episode 505268195 series 3526193
Content provided by Steven MacDonald. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Steven MacDonald or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Episode #215:

Cindy White, Chief Marketing Officer at Mitek Systems, traces a global path from B2C brand building to purpose-driven B2B leadership. She explains how advanced AI and biometrics at Mitek safeguard real people and real identities. Her focus is on stopping bots and fraudulent actors before they cause harm. Her personal passions and philanthropy underscore a career centered on using technology for good.

“Integration matters in this world of too much information. It's the consistency of message, consistency of approach, and how it's integrated across all the levels in the organization.” – Cindy White

Cindy highlights how internal alignment and a proper understanding of the customer's voice fuel durable growth. She maps practical steps for making trust repeatable across experiences, reframing ICP beyond demographics, and using customer evidence to guide investments. Her approach centers on one consistent story that teams can execute against to drive ROI.

Follow Cindy White on LinkedIn - https://www.linkedin.com/in/cindy-white-2915a613/

Follow host Steve MacDonald on LinkedIn - https://www.linkedin.com/in/stevensmacdonald/

  continue reading

226 episodes

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