CMOs: How to Stop Burning Marketing Spend and Our Teams at the Same Time
Ines Hubmann, Senior CX Marketing Consultant at Huble, discusses balancing short-term marketing wins with long-term brand strategies. She reveals how empathy, active listening, and a strong brand foundation save budgets and teams from burnout. Through personal anecdotes and real-world insights, she underscores the need for human-centric marketing in a tech-driven environment.
CMOs: How to Stop Burning Marketing Spend and Our Teams at the Same Time A Conversation with Ines Hubmann, Senior CX Marketing Consultant at Huble EPISODE 182 Steve MacDonald HOST:
Table of Contents • [1:30] Introduction to Ines Hubmann • [28:35] Full Podcast Episode • [2:55] Episode Highlights Video • [2:05] Balancing Brand and Performance Marketing for Lasting Results • [2:09] Merging Brand and Performance Marketing to Maximize Overall Impact • [2:19] Bringing a Proactive Human Approach to B2B Tech Marketing • [5:12] Shifting Focus from Product to Customer Relationship and Experience • [3:52] Why CMOs Need to Prioritize Active Customer Listening • [5:33] Aligning Company Culture Through One Customer Voice • [2:19] Evolving ICP to Avoid Wasted Spend in Marketing • [1:20] Empathy, Trust, Action as A CMO’s Roadmap • [1:00] Short - Shifting Focus from Product to Customer Relationship and Experience
ABOUT Ines Hubmann Ines Hubmann, Senior CX Marketing Consultant at Huble, discusses balancing short-term marketing wins with long-term brand strategies. She reveals how empathy, active listening, and a strong brand foundation save budgets and teams from burnout. Through personal anecdotes and real-world insights, she underscores the need for human-centric marketing in a tech-driven environment.
FULL EPISODE “The more time we put aside for brand and truly listening to the customer, the more effective our marketing will be, and the higher the results we can show.” – Ines Hubmann
[2:55] Episode Highlights Video
[2:05] Balancing Brand and Performance Marketing for Lasting Results “We need to maintain a balance between brand and performance marketing, and placing real value on brand and customer understanding from the very beginning.” – Ines Hubmann
[2:09] Merging Brand and Performance Marketing to Maximize Overall Impact “The work we're doing on the brand side is crucial for performance marketers to achieve results. The messaging, tone of voice, and strong brand foundations are ultimately what drive long-term growth for companies.” – Ines Hubmann
[2:19] Bringing a Proactive Human Approach to B2B Tech Marketing “Focusing on empathy and relationship building in tech, especially B2B, is the untapped potential marketers should embrace.” – Ines Hubmann
[5:12] Shifting Focus from Product to Customer Relationship and Experience “The interesting thing about customer experience is truly seeing things from the customer’s point of view and making decisions as a marketer with that perspective in mind. I believe the moment we start building strategies from that perspective—shifting from ego to empathy—that's when the real friction point is happening. ” – Ines Hubmann
[3:52] Why CMOs Need to Prioritize Active Customer Listening “When you’re a CMO, you’re often in reactive or firefighting mode, focusing on quick wins, and that’s precisely why active listening falls by the wayside.” – Ines Hubmann
[5:33] Aligning Company Culture Through One Customer Voice “It has to be a very conscious decision by the leadership to be human-centric, and that starts with hiring the right people who share those values.” – Ines Hubmann
[2:19] Evolving ICP to Avoid Wasted Spend in Marketing “We might be trying to solve today’s issues and our customers’ future issues. We need to speak with customers more and ask new questions to gather insights and use that as the foundation of our strategy.” – Ines Hubmann
[1:20] Empathy, Trust, Action as A CMO’s Roadmap “The best marketers are psychologists who understand human behavior and customer experience. By going beyond surface-level metrics, they differentiate themselves—not by being the loudest, but by truly understanding the customer to achieve the best results.” – Ines Hubmann
YOUTUBE SHORT: “The interesting thing about customer experience is truly seeing things from the customer’s point of view and making decisions as a marketer with that perspective in mind. I believe the moment we start building strategies from that perspective—shifting from ego to empathy—that's when the real friction point is happening. ” – Ines Hubmann
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