Season 5, Episode 6 Creative Grit: Sally Croft on Advocacy, Bold Moves & B2B That Matters

In Part 2 of our chat with Sally Croft, CMO Europe & LATAM at Ericsson, we explore her strategic mindset and bold approach to B2B marketing. Sally shares how curiosity and constraint have shaped her campaigns—from using Teslas to unconference an engineering event, to rethinking ROI for relationship-driven initiatives. She talks about moving beyond “random acts of marketing,” the power of FOMO in B2B, and why advocacy is her secret weapon.  

If you missed part 1, you can find it here.