As customer expectations evolve and sustainability becomes increasingly tied to long-term business performance, organisations are rethinking how they define and measure customer value. At The MarTech Summit Manila, we are excited to welcome Sherwin Nones, Global Director, Marketing, Strategy & ESG at Integrated Micro-electronics, Inc. (IMI), to the Panel Discussion | [Customer Lifetime Value] Customer Lifetime Value (CLV) as a North Star: Guide Strategy, Not Just Metrics. With deep expertise spanning strategic marketing, ESG integration, and B2B transformation, Sherwin will share how companies can align customer lifetime value with long-term partnerships, sustainability priorities, and business growth.
About Integrated Micro-electronics, Inc.
Integrated Micro-electronics, Inc. (IMI) is a global electronics manufacturing solutions company providing engineering, manufacturing, and technology services across industries, including automotive, industrial, medical, telecommunications, and consumer electronics. Headquartered in the Philippines with operations across Asia, Europe, and the Americas, IMI supports global brands through advanced manufacturing capabilities, innovation, and supply chain expertise. The company is also focused on integrating sustainability and ESG principles into its long-term business strategy, helping drive responsible growth and operational excellence across global markets.
Quick Q&A with Sherwin Nones
Could you please give us a quick introduction of yourself and share a bit about your role at Integrated Micro-electronics?
I’m Sherwin Nones, currently serving as Marketing Director at Integrated Micro-electronics, Inc. (IMI). My role focuses on shaping and executing strategic marketing initiatives that strengthen our market positioning across global B2B and manufacturing sectors.
I lead efforts around brand development, demand generation, and customer engagement, working closely with both sales and product teams to ensure our messaging aligns with evolving customer needs. In a highly technical and competitive industry, my focus is on translating complex solutions into clear value propositions that resonate with decision-makers and drive long-term partnerships.
Why did you choose to participate in this summit?
I chose to participate in the Martech Summit because it brings together forward-thinking leaders who are navigating the intersection of technology, data, and customer experience.
For me, it’s an important platform to exchange ideas on how marketing is evolving—especially in B2B and industrial contexts where digital transformation is accelerating. I’m particularly interested in how martech can enable more intelligent, data-driven decisions while still maintaining authentic, human-centred engagement.
It’s also a great opportunity to contribute insights from the manufacturing sector, which often has unique challenges but also untapped opportunities in marketing innovation.
In B2B or manufacturing-led industries, how does the concept of customer lifetime value differ from more consumer-facing sectors?
In B2B and manufacturing, customer lifetime value (CLV) tends to be more relationship-driven, long-term, and complex compared to consumer-facing industries.
Instead of focusing on high transaction volume, the emphasis is on fewer but significantly larger contracts, often spanning years and involving multiple stakeholders. CLV here is shaped not only by revenue, but by factors such as partnership stability, co-innovation opportunities, and supply chain integration.
Additionally, switching costs in B2B manufacturing are typically high, which means trust, reliability, and performance consistency heavily influence lifetime value. It’s less about rapid acquisition and more about retention, expansion, and strategic alignment over time.
How do you think ESG and sustainability considerations should influence the way companies define customer value?
ESG and sustainability are no longer peripheral—they are becoming central to how value is perceived and measured.
Today’s customers, particularly in global supply chains, increasingly evaluate partners based on their environmental impact, ethical practices, and governance standards. As a result, customer value should extend beyond cost and performance to include alignment with sustainability goals.
Companies that proactively integrate ESG into their value proposition can strengthen trust, mitigate risk, and unlock new opportunities with customers who prioritise responsible sourcing and long-term resilience. In this sense, sustainability is not just a compliance requirement—it’s a strategic differentiator.
Looking ahead, what excites you most about the future of customer value, sustainability, and strategic marketing?
What excites me most is the convergence of data, technology, and purpose.
We are entering a phase where marketing is becoming more predictive, personalised, and accountable—enabled by advanced analytics and AI. At the same time, there is a growing expectation for companies to contribute positively to society and the environment.
This creates a powerful opportunity: to redefine customer value in a way that balances business performance with sustainability impact. Marketing can play a key role in communicating this value clearly and authentically, helping organisations build stronger, more meaningful relationships with their customers.
Can you share one personal or professional goal you’d like to achieve in 2026?
One of my key professional goals for 2026 is to further elevate the role of marketing as a strategic growth driver within the organisation that can fuse sustainability and strategy.
This includes strengthening our use of data and insights to influence business decisions, while also enhancing how we communicate value to our global customer base. Personally, I aim to continue growing as a leader—mentoring teams, fostering collaboration, and building an organic marketing role that is both innovative and resilient in a rapidly changing landscape.
Sherwin’s perspective highlights how customer lifetime value in B2B industries extends far beyond transactions and revenue. By combining strategic marketing, sustainability, and long-term relationship building, he demonstrates how organisations can create more resilient, trust-driven customer ecosystems. As data, AI, and ESG considerations continue shaping the future of business, his insights offer a valuable roadmap for companies looking to balance growth, purpose, and long-term impact.
The MarTech Summit Manila– Lead the Future of Marketing: Intelligent, Integrated, Insight-Led
Join us on 2 July 2026 at Fairmont Hotel Makati! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. he MarTech Summit returns to Manila, uniting senior marketing professionals from the Philippines and the region for a day of insights, strategy, and networking. Hear from leading brands through keynotes, panels, and fireside chats on customer engagement, data-driven marketing, and MarTech optimisation.
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Last updated: May 2026
