Observed Signal · Feb 11, 2026 · Brand & Market Positioning · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Transforming B2B Marketing: From Acquisition to Human Connection
Emma Chalwin, Chief Marketing Officer at Workday, discusses the evolving strategic role of CMOs in enterprise organizations on the Marketing Vanguard episode recorded at the 2026 World Economic Forum in Davos. Chalwin argues CMOs must combine data-driven measurement with human-centered storytelling—what she frames as the “art and science” of modern marketing—to influence the C-suite and drive revenue. Key recommendations include shifting focus from pure acquisition to retention and advisor-based marketing, adopting a “B2B to B2H” (Business to Human) messaging approach tailored to individual decision-makers, and embedding distinctive brand values as competitive differentiation in commoditized enterprise markets. Chalwin brings roughly 30 years of B2B tech marketing experience and positions AI adoption as requiring a human-centered brand narrative.
Strategic marketing guidance from a major enterprise CMO informs MarTech/AdTech approaches to messaging, customer retention and AI-human integration, but it is commentary rather than a platform or policy change.
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Key Takeaways & Evidence Grounding
- Emma Chalwin is Chief Marketing Officer (CMO) at Workday.
- Chalwin appeared on Marketing Vanguard during the 2026 World Economic Forum in Davos.
- She advocates CMOs evolve from brand storytellers to data-driven growth officers linking marketing KPIs to revenue, retention and pipeline impact.
- She recommends reframing B2B marketing as "B2B to B2H" (Business to Human) to speak directly to individual decision-makers and address emotional drivers and fears.
- Chalwin stresses embedding one or two core brand values as competitive differentiation in commoditized enterprise software markets.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Accenture Names Emma Chalwin as New Chief Marketing Officer
Accenture has appointed Emma Chalwin, a veteran technology marketer with experience at Adobe, Salesforce, and Workday, as its new Chief Marketing Officer. Chalwin, who most recently served as CMO at Workday, will join Accenture to lead its global marketing efforts. The announcement fills the vacancy left by Jill Kramer, who departed in December to become CMO at Mastercard. Accenture CEO Julie Sweet praised Chalwin as a proven growth leader capable of translating breakthrough technologies into client value. Chalwin's appointment comes as Accenture continues to emphasize AI-driven growth and brand building.
CMOs and CEOs Redefine Leadership in AI-Driven Marketing
ADWEEK convened a selected group of CMOs during the World Economic Forum in Davos for its inaugural Marketing Vanguard Inspiration Excursion, hosted at The Female Quotient Lounge in partnership with Adobe and Microsoft. The two‑day program, led by ADWEEK CEO Will Lee and Chief Brand and Community Officer Jenny Rooney, featured panels and podcast sessions on agentic AI, ethical AI, upskilling, human fulfillment, brand strategy, CxO alignment, and balancing growth with trust. Speakers included senior marketing leaders from Microsoft, Adobe, Workday, HP, Infosys, LinkedIn, Mammut, Ferragamo, Zurich Insurance, Kellanova and others. Sessions discussed operationalizing agent-based AI with governance and human‑in‑the‑loop controls, redefining marketing organizations for AI, and aligning CMOs with CEOs and CIOs around data, personalization and shared growth metrics.
CMO Role Undergoing Fundamental Transformation Due to AI and Pressure
The Drum's new documentary series 'The Great Marketing Makeover' examines how the Chief Marketing Officer role is evolving rapidly due to AI, shifting consumer behavior, and pressure to show commercial impact. Marketing leaders from Salesforce, Tony's Chocolonely, Samsung, and others discuss the expanding responsibilities of CMOs, who must now balance brand building with data, technology, and ROI proof. Agency leaders from WPP, S4 Capital, and Area23 note that agencies are moving away from hourly billing toward fixed-fee models as AI automates production tasks. The series highlights a fundamental shift in marketing leadership, requiring CMOs to be analytical and data-driven while preserving creativity.
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