How SourceMedia’s CMO is Bringing Data to the Forefront

Matthew Yorke may be just 30 days into his official tenure as CMO of New York-based B2B firm SourceMedia, but it seems no task is too small for the former CEO of IDG Enterprise — including, but not limited to, a total overhaul of the company's self-identity. "We’re behaving much more like a marketing technology company than a traditional publisher," Yorke tells Folio:. Much of that transition manifests itself on the client-side of the business; the company launched an official embrace of account-based marketing last August. But like many in the B2B space, what truly drives the train is first-party data — deep, detailed insights into which content audiences prefer to consume, and how and when they prefer to consume it.