John Common on The Old Marketing Playbook vs New

Shownotes

In this episode, Kelly Hopping, CMO of Demandbase, and John Common, CEO of Intelligent Demand, discuss the shift from the old marketing playbook to the new. Together they highlight the differences and the need for adaptability in order to drive growth in the B2B space. They discuss the importance of having a business growth mindset and share advice for aligning marketing efforts with overall business goals. Plus, tune in for a fun fact from John about founding his company while on tour as a musician!

About the guest

John is the founder, CEO, and Chief Strategist at Intelligent Demand. His primary duties are to guide ID’s growth, set and oversee the execution of our strategy, guide and contribute to ID’s culture, and support the entire ID team so that they can do amazing things with our clients.

John is an insightful and creative leader with a passion for connecting strategies to real-world revenue programs that deliver measurable results. He brings over 15 years of experience working at the intersection of technology, digital media, and strategy in senior executive, marketing, sales, and business development roles.
His entire career has been focused on creating profitable revenue growth for technology and service companies—from both inside the org chart and as an agency partner. He has grown revenue, increased engagement and improved customer experience for well-known and soon-to-be-known brands across a variety of industries including technology, software, healthcare, telecom, digital media, interactive advertising, online and traditional retail, data storage and financial services.

Prior to founding Intelligent Demand, John held senior positions in technology and service companies, successfully leading and improving the performance of their marketing, business development and sales teams. He is a cum laude graduate of the University of West Florida with a BA in Finance and has continued his education at Kellogg School of Management, Northwestern University, studying best practices in business marketing strategy, positioning, pricing and online marketing. A passionate, lifelong learner, he constantly researches emerging trends and technologies in modern marketing, sales, leadership, and entrepreneurship.
He lives in Denver, Colorado with his family. When he isn’t at Intelligent Demand, John writes, records and plays music. He’s also getting into welding and small batch whiskey distilling—but not at the same time.