EP52 - The New B2B Playbook: Matt Derella on Aligning the C-Suite for a New Generation of Buyers
Wed Sep 03 2025
Is your B2B marketing playbook built for a generation that's no longer in charge? With 71% of B2B decision-makers now being Gen Z or Millennial, the old strategies of white papers and logo-heavy content are becoming obsolete. The leaders who will win are the ones who adapt—and fast.
This week, Corby sits down with Matt Derella, a pivotal leader in digital advertising who currently runs the ads business at LinkedIn and formerly served as the Chief Customer Officer at Twitter. Matt provides an insider's look at the massive shifts reshaping the industry and offers a new playbook for growth, leadership, and C-suite alignment.
In this episode, you will learn:
Why the rise of Millennial and Gen Z decision-makers requires a fundamental shift from logos to people and from text to video.How to get your CMO and CFO on the same page by ditching vanity metrics and focusing on what truly matters: quality pipeline.Leadership lessons on courage and challenging the status quo, forged during a crucial turnaround period at Twitter.How AI is "lifting the floor" for creative output and why human craft and trusted expertise will become more valuable than ever.Practical, non-negotiable principles for leading with respect and getting the best from your team.Tune in for a masterclass in future-proofing your marketing strategy and leadership with one of the industry's most insightful leaders.
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Is your B2B marketing playbook built for a generation that's no longer in charge? With 71% of B2B decision-makers now being Gen Z or Millennial, the old strategies of white papers and logo-heavy content are becoming obsolete. The leaders who will win are the ones who adapt—and fast. This week, Corby sits down with Matt Derella, a pivotal leader in digital advertising who currently runs the ads business at LinkedIn and formerly served as the Chief Customer Officer at Twitter. Matt provides an insider's look at the massive shifts reshaping the industry and offers a new playbook for growth, leadership, and C-suite alignment. In this episode, you will learn: Why the rise of Millennial and Gen Z decision-makers requires a fundamental shift from logos to people and from text to video.How to get your CMO and CFO on the same page by ditching vanity metrics and focusing on what truly matters: quality pipeline.Leadership lessons on courage and challenging the status quo, forged during a crucial turnaround period at Twitter.How AI is "lifting the floor" for creative output and why human craft and trusted expertise will become more valuable than ever.Practical, non-negotiable principles for leading with respect and getting the best from your team.Tune in for a masterclass in future-proofing your marketing strategy and leadership with one of the industry's most insightful leaders.