‘Just getting started’: One B2B brand on its full-funnel marketing overhaul

B2B fintech BlackLine has been on a mission to transform the role of marketing within its business.

Once seen as a purely a service-led function, marketing is now viewed as a key strategic driver of growth following the arrival of CMO Emily Campbell, brought in last year to overhaul the department.

Campbell was previously CMO at electronic component supplier Infinite Electronics and prior to that held several senior digital marketing roles at Dell over an 11-year period. BlackLine tasked her with shifting the company – which sells cloud-based software to help businesses automate their finances – from a primarily event-focused strategy to a more comprehensive digital marketing approach.