The Four R Formula for B2B Marketing: Insights from Adyen | CMO Chats by The Ortus Club

Louis Debatte-Monroy, Global Head of Marketing at Adyen, shares his perspective on the changing role of B2B marketing in an AI-driven world. In this conversation with The Ortus Club, Louis discusses his transition from product marketing into global marketing leadership, including the challenge of managing former peers, learning adjacent marketing disciplines, and recognising that leadership is often about listening rather than having all the answers.Louis also explains his Four R Formula: Relevance, Repetition, Reach, and Results. He explores why fragmented marketing teams can cause organisations to move on from their best ideas too quickly, and why consistent repetition across different formats and channels is becoming increasingly important as AI makes content easier to produce. He also discusses the growing influence of LLMs on the buyer journey and why brands need to ensure their value proposition is both machine-readable and human-lovable.From Adyen’s approach to relationship-building events and educational roundtables to the challenges of information trust, dark-funnel measurement, and hiring for the next generation of marketing, Louis shares a practical perspective on where marketing leaders should focus as the industry continues to evolve.🎧 Listen to the full interview and subscribe for more conversations with today’s top marketing leaders.