Skills
About
I lead enterprise and customer marketing at Mentimeter — an audience engagement platform used by 200 million people across 220 countries — where my remit spans customer retention and expansion, enterprise demand generation, and executive engagement programmes for our premium and strategic accounts. At Mentimeter I built the demand generation motion from the ground up — establishing thought leadership content, global webinars, research reports, and demo request programmes that created measurable pipeline. In parallel I designed and run a suite of senior relationship programmes — including Executive Exchange, the Curiosity Club dinner series, and the Open Forum event format across multiple cities — built specifically to deepen awareness and engagement at the executive level within our most strategic accounts. Before Mentimeter, I spent 14 years at Universum, ultimately as CMO, where I ran one of the earliest B2B ABM programmes in the employer branding space and built a global media operation that secured coverage in the Wall Street Journal, Harvard Business Review, Forbes, Bloomberg, and the BBC. That work earned two Gold awards at the 2015 Content Marketing Awards alongside INSEAD. I'm a member of the Forbes Communications Council and based in Stockholm.
Jonas Barck
Published content
expert panel
The modern marketing calendar can feel like an airline flight board—constantly updated, rerouted and in need of attention. When a trending conversation erupts, a platform changes its algorithm or a competitor jumps on the meme of the moment, sitting out can feel like falling behind. But a brand that’s always changing course may never give its customers a clear sense of where it stands.Timely marketing certainly has value, but speed and effectiveness aren’t the same thing. Maintaining a coherent identity across channels helps strengthen recognition, trust and loyalty. Constantly shifting a brand’s messaging, voice or presentation in response to external events can make that invaluable customer bond much harder to build.At the same time, brands can’t afford to tune out cultural shifts or emerging conversations altogether. Trends can reveal changing customer interests, new expectations and opportunities to participate in moments that matter to an audience. Brands today have many ways to engage with culture as it unfolds, but doing so effectively requires speed paired with sensitivity and sound judgment. The challenge for marketing leaders, then, isn’t to ignore what’s happening around them. It’s to recognize which moments can strengthen the brand—and which will merely pull the team off course. Below, members of the Senior Executive CMO Think Tank draw on their expertise in brand storytelling and customer engagement to examine the mistakes leaders make when immediacy takes priority over long-term brand-building and explain what teams should do instead.