CMOs Unscripted, Episode 8: Navigating B2B Marketing in International Markets: A CMO's Perspective

In this episode of CMOs Unscripted, host Lisa Martin sits down with Evanna Kearins, CMO International at UiPath, for a candid conversation on the complexities of global marketing. Evanna shares how her team is navigating the nuances of EMEA and APJ markets - from cultural and linguistic differences to regulatory hurdles - while scaling integrated campaigns and embracing AI-powered agility. With deep experience across the marketing mix and a journalistic eye for storytelling, Evanna reveals how strategic alignment, personalization, and automation are reshaping the role of international CMOs.

Key Takeaways:

• Localization at Scale: Evanna breaks down how UiPath tailors global campaigns to local markets, ensuring relevance through translation, tone, and cultural nuance.

• Sales-Marketing Alignment: From CRO to country manager, marketing earns its seat at the table by delivering measurable value and consistent communication.

• AI-Driven Demand Gen: UiPath’s AI agent handles first-touch conversations, integrates with Salesforce, and frees up BDRs to focus on deeper engagement - cutting campaign setup time from months to weeks.

• From MQLs to MQAs: Evanna explains why traditional lead metrics are outdated, and how account-based engagement is driving more meaningful pipeline impact.

• Agile Campaigns in Action: With a flexible framework and budget, UiPath pivots quickly to support emerging trends and field requests - without losing strategic focus.

Whether you're leading global teams or scaling your first international campaign, this episode delivers actionable insights and bold strategies to help you thrive in today’s AI-infused marketing landscape. Watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:55 From Journalism to CMO at UiPath01:39 Old Colleagues, New Conversation01:50 EMEA & APJ: What Makes B2B Different03:00 Localization, GDPR & Getting Personal03:55 MEA: Partners + In-Person Wins04:35 Relevance Everywhere: Consumer-Grade Expectations05:15 Global Framework, Local Focus06:20 How Many Campaigns Run at Once?06:55 Global Themes with Local Sub-Campaigns08:10 Always-On “Agentic Automation”09:25 Personalization Down to Targeted Audiences10:15 Agile Campaigns: Pivoting with the Field10:55 Customer Voice Drives the Playbook11:45 Sales Alignment Across Countries12:35 Earning a Seat at the Pipeline Table13:25 Proving Value with Clear KPIs14:55 Set Goals Together—Not in a Vacuum15:35 KPIs That Matter: Pipeline, MQA & More16:45 New Logos + Executive Engagement Metrics18:00 The Death of the MQL18:40 Case Study: AI Agent for BDR First Calls20:00 Salesforce Integration & Faster Handoffs21:15 CMOs’ Big AI Question: “How Do We Go Faster?”22:15 From 3 Months to 4 Weeks: Automating Demand Gen23:05 Toward Days-Not-Months Campaign Launches23:40 Closing Reflections on Speed & Creativity