18 People in Marketing You May Not Know...but Should

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Not all influencers are well-known; that doesn't make their impact any less potent.

Agent of Change

In a marketing landscape that's increasingly digital and personal, it's important for marketers to change and update their strategies. Lisa Arthur, CMO of Teradata Applications, says she's determined to help marketers do just that by serving as an agent of change in the industry. “I'm passionate about helping marketers redefine our function,” says the author of Big Data Marketing: Engage Your Customers More Effectively and Drive Value. “My hope is that through my writing, I'm inspiring marketers to change [and move away] from the way we've been doing things all these years.”

A four-time CMO, for companies such as Akamai Technologies and Mindjet, her more than 30-year marketing career has positioned Arthur as an industry thought leader. She has published more than 100 articles in Forbes' CMO Network, is a contributor to the Economist Group's marketing blog, Lean back, and continues to be featured in industry magazines, including Direct Marketing News. Today she meets with marketers across the globe speaking at industry conferences, including at the Direct Marketing Association, the Australian Direct Marketing Association, and the MIT Sloan CMO Summit.

“In my quest to help change the face of marketing, I meet with thousands of marketers every year,” Arthur says. “I talk to huge groups and sometimes have one-on-one conversations. And I hear the same questions from today's marketers: ‘What is Big Data; what does it mean for marketers; how do we get there?'” Arthur says she plans to continue to use her career as a platform to answer those questions, and hopefully, inspire others to come up with solutions of their own. “I want to teach marketers to take the data [they have] and use that to inform better interaction strategies.”

–Natasha D. Smith

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