How customer-centric marketing fuels real growth

Insights Unlocked

Episode web page: https://bit.ly/3XIsfGJ

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Episode summary:

In this episode of Insights Unlocked, Nathan Isaacs talks with marketing powerhouse Bill Macaitis—former CMO of Slack, Zendesk, and Salesforce—about how B2B companies can scale efficiently by prioritizing customer experience, building authentic brands, and embracing new go-to-market models. Bill shares lessons from his career and dives into the importance of customer-centric cultures, long-term thinking, and the strategic use of AI in modern marketing.

What you’ll learn in this episode:

• Why capital-efficient growth beats “growth at all costs”—and how to build it

• The playbook for operationalizing customer centricity in a B2B environment

• How to align teams across marketing, product, and sales with shared metrics

• What most companies get wrong about attribution models

• How AI can empower marketers—without replacing them

• The secret to building a B2B brand people actually love (and talk about)

• Tips for individual contributors to challenge legacy playbooks and advocate for change

About the guest:

Bill Macaitis is an executive advisor and board member who has led marketing at some of the most iconic names in SaaS, including Slack, Zendesk, and Salesforce. Known for his customer-first approach and bold brand vision, Bill now advises AI startups on how to build scalable, loved companies from the ground up.

Resources & Links:

• Bill Macaitis on LinkedIn (https://www.linkedin.com/in/bmacaitis/)
• SaaS CMO Pro website (https://www.saascmopro.com/)
• SaaS CMO Pro newsletter (https://saascmopro.substack.com/)
• Bill’s YouTube videos (https://www.youtube.com/@SaaSCMOPro/videos)
• Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
• Learn more about Insights Unlocked: https://www.usertesting.com/podcast