The B2B2C marketing model offers a unique opportunity for entrepreneurial CMOs to leverage a systems thinking approach, integrating both B2B and B2C strategies to create exponential impact. Lynn Teo will explore how Northwestern Mutual exemplifies the power of this model with their new A Better Way to Money(TM) brand campaign, using the enterprise to deliver maximum reach and value while its diverse network of local advisors play a critical role in building trust, educating clients, and guiding them through complex financial decisions.