This episode dives into what it really takes to build marketing that works in 2025 — marketing that creates demand, builds trust, and compounds over time. Domitille de Saint-Exupéry, CMO at Lemlist, shares her journey from launching a DIY startup on YouTube to leading marketing at one of Europe’s fastest-growing outbound platforms. She explains how these early experiences shaped her conviction for value-first content, community-led growth and long-term brand building.

Domitille breaks down a simple but powerful framework every marketer should use: market maturity × budget. This matrix determines whether you should focus on capturing demand, creating demand, or doing both — and how to avoid the “dead zone” where neither marketing nor sales can succeed. We also discuss how to find your “genius zone” as a marketer, why CMOs must stay doers, and how to build expert content even when your team isn’t the target user.

The episode also covers TikTok for B2B, employee advocacy, hiring domain experts inside marketing, selling ideas internally, employer branding, and why resilience, curiosity and personal branding matter more than ever. A candid, actionable conversation for founders, marketers and CMOs building modern go-to-market teams.

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