Honesty in Marketing
• Episode 3
Kyndryl’s MariCarmen Ribes Espinosa & Andrew Fitzgerald on empathy, crisis, and building trust
In this third episode of our Honesty In Marketing series, Kyndryl’s MariCarmen Ribes Espinosa & Andrew Fitzgerald discuss empathy and how to build trust
Listen to
the episode
At Kyndryl, MariCarmen Ribes Espinosa & Andrew Fitzgerald are deeply aware of the importance of trust in modern marketing.
In this third episode of our Honesty In Marketing series, MariCarmen & Andrew discuss what it takes to strive for success built on internal and external trust, while looking forward to a future of greater empathy and a culture of more honest marketing.
Listen now as these two fantastic marketing minds share their knowledge and address the issues shaping the modern marketing landscape today.
Insights you can look forward to in this episode include:
[01:23] Rehabilitating the sentiment around marketing
[05:17] Knowing customers with varied data sources
[10:20] Emphasising a customer success mindset
[16:27] Empathy as a driver of honest culture
[18:35] Responding to crisis as trust affirmation
[20:54] Trust within marketing and with business stakeholders
[25:33] The future of AI in marketing
[29:05] Applying the trust equation in marketing
“Our job as a marketing team is not to shift product. Our job is to help customers be successful, and having their trust is so integral to that.”
– Andrew Fitzgerald, Vice President, Account Based Marketing, Kyndryl
About
the guests
MariCarmen Ribes Espinosa, Chief Marketing Officer, Kyndryl UK and Ireland
MariCarmen is a full-stack marketeer focused on driving business growth. She’s passionate about people and culture, Account Based Marketing and the positive impact of technology in our lives. She has 20+ years of B2B marketing experience, with demonstrated skills across all aspects of go-to-market, from strategy definition to marketing execution.
Andrew Fitzgerald, Vice President, Account Based Marketing, Kyndryl
Andrew is responsible for the global implementation of Account Based Marketing at Kyndryl. His previous experience encompasses various technology and services marketing roles, building and leading multi-discipline, high-performance teams, designing and delivering multi-channel campaigns to IT and business audiences. An experienced international executive, prior to his current role Andrew led the EMEA Marketing team supporting IBM Services Business Units.
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Honesty in Marketing
Today more than ever, what matters is how well brands deliver on what’s promised. As audiences lose trust in social media, success means connecting with people, not platforms. But when anyone can compare every possible option within seconds, how do you capture attention while remaining truthful?
Join us as we take a deep dive into the crucial matter of Honesty In Marketing.
The full podcast is available now on all major streaming services,including Apple Podcasts, Spotify and more.