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Cutting through the clutter of information to bring insights and wisdom for creating lasting impact in B2B marketing.
46 Episodes
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Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honour those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027. Today, we celebrate Luxid Group and its remarkable 28-year partnership with BBN. We're joined by Susanna Juusti, their Chief Operations Officer, whose journey began in 1996 whe...
Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honor those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027. Today we celebrate wob and their remarkable 38-year partnership with BBN - the longest partnership we have, beginning in 1987 the same year BBN was founded as one of our foundin...
In this dynamic debate episode, Richard Parsons, Founding Partner at True Agency in London, goes head-to-head with Raluca Apostol, Demand Gen Expert at STOICA, to tackle one of B2B marketing's most persistent tensions: should you focus on short-term demand generation or long-term brand building? Raluca makes the case for short-term tactics, arguing for speed, measurability, and immediate ROI that keeps budgets flowing and managers happy. Richard counters with evidence that brand b...
Over 95% of marketing-generated leads in B2B never yield sales results - a failure rate that is unlikely to be tolerated in an era of diminishing marketing budgets. We hear from Andrew Haussegger, co-founder and CEO of Green Hat, why ABM is the only way forward to garner new leads and retain existing clients.
With marketing budgets slashed, and trade shows and exhibitions frozen in a post-pandemic world, focused marketing efforts like ABM rule the day. Our guest, Prajwal Gadtaula, Founder & CEO at Business Brainz, shares how customised, in-depth desk research reports can help marketers get the best out of their ABM efforts.
Selling through partners and distributors is a proven model of growing the business for B2B companies. Together with our guest Dr. Marcelo Castro - Founder & CEO of MarketLogic, we explore what it takes to devise and operationalise campaigns that keep channel partners active and productive.
Brand marketers and performance marketers often work at cross-purposes or worse, cross swords. Our guest, Rodger Jones, brand strategy director at Bader Rutter, reminds the performance marketers among us about the relevance and importance of brand strategy.
At a time of always-on marketing, organic visibility can never be discounted. But being found by those who need you at the right stage in their buying process? That is an art that also needs the guiding hand of strategy. Together with our guest, Svenja Volk from WOB Germany, we demystify the (dark) art of B2B SEO.
B2B marketing campaigns rarely elicit the awe and frenzy of their B2C cousins. Creativity often gets hustled out by data, martech and metrics. In this episode, we explore the role of creativity in B2B marketing withour guest Ned Brown, Chief Creative Officer at Bader Rutter.
Digital marketing promises a lot: eliminate wasteful advertising, enable finetuned measurements, marketing nirvana. Yet, it is faltering on many fronts. What's going wrong? Marco Luciano, Board Member at wob AG helps us delineate the landscape and set data-driven marketing back on track.
You are often equated to the brands you create because it evokes gut feelings that may (or may not) be unfairly be associated with your business. Its incumbent upon you therefore to manage it with active leadership involvement. Together with Peter Lyall, Group Director Strategy at Fifth Ring, we discuss how to carve out a brand strategy that will hold strong and guide your business as it navigates uncertain times.
Once upon a time, the brand ruled. Now, obsessed with performance marketing, B2B appears to have consigned brand marketing to the backseat. Is this wise? Richard Parsons, Founder and Managing Director of True, helps unearth the ramifications of such “sole-priority” approaches and nudges us towards restoring brand to its rightful status in the marketing pantheon.
Face it, it's a job seeker's market. Your company's reputation is as vital a consideration as your brand perception. But the former is neglected for the most part, often by the best in the business. Together with Carola Hecker, Client Services Director at wob AG, we unpack the essentials of implementing an employer branding strategy.
Join Joel Harrison, Editor in Chief at B2B Marketing as he chats with BBN's Face of The Future event keynote speakers about the key challenges at the core of the B2B marketing industry dilemma: brand building, putting strategy before tactics and fostering a mindest to create the right culture. This is a recording made immediately after the event when Joel got together with our speakers to chat more candidly about the topic and themes they presented in their event sessions.
TM ONE, the enterprise arm of Malaysia's leading telco demonstrates how their brand and content strategies are helping to generate year-on-year growth in marketing-attributed revenue, along with uplifting their brand association as a trusted partner for digital transformation.
We delve into a much anticipated B2B Marketing Research Report 2022 that involved a record number of organisations from across the globe, including BBN and Australian partner Green Hat, sharing their plans and perceptions for the year ahead. Shorn of an agenda, unlike vendor-sponsored narratives, this is a handy statistically-relevant, data-rich study to set marketing compasses by. Listen to get the gist and download the full report here
Analytics has typically been too slow to be operationally relevant to making business decisions. In this conversation with Mark Stouse, CEO of Proof Data Corporation, we discuss the advancements in marketing analytics that make it possible to avoid the tyranny of intuition and cooked data, and establish analytics as an inseparable coach and bodyguard to helping achieve desired business outcomes.
Be yourself, bring your real self…mottos that rule today’s roost. But the journey to authenticity is often complex and fraught. What does it mean to be authentic? What would it take to to translate it from top-level leadership all the way down to front desk operations? What does it take to understand why we do what we do? We explore these questions and more in understanding experiential authentic leadership with Dr Pauline Serice, founder of Dr Pauline Serice & Associates.
Nearly ten years ago, the head of HR from a little-known petrochemicals business contacted BBN Partner Fifth Ring for support in evolving their brand. Little did anyone know at the time that both client and agency would learn a lot about each other, and how brands can be built and endure. This podcast explores the assignment from both sides of the table including the considerations by the client in selecting an agency, how the agency reconciled the multitude of challenges the client presented...
In this episode of BBN Mixtape, we elevate our conversation and look at some macro events affecting the marketing industry. From discussing the consolidation happening among agencies, the shift in agency working practices, or how short-term, tactical execution continues to dominate long-term, strategic approaches, we dive into what agencies are getting right and where we can improve.
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