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The essential resource for B2B marketers.
150 Episodes
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Google recently announced that they are delaying the deprecation of third party cookies for the third time in four years. In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Paul Collier, Fractional CMO, Funnel Fuel, to talk about the recent news and how digital programmatic advertising space will be impacted.
They talk about everything from why marketing leaders might turn a blind eye to how data is being used to the opportunity the end of cookies provides for businesses and Paul’s top tip for those who feel like in the dark about all things cookie-related. If you want more on this topic, check out this webinar we did with Paul and a few other experts on this very topic: https://www.b2bmarketing.net/the-evolution-of-programmatic-digital-advertising/
With the impending end of third-party cookies and degradation of Google analytics, it is crucial for B2B marketers to stay ahead of the curve and adapt to emerging challenges and opportunities... We invite you to participate in our survey around seizing opportunities in a cookieless world. By participating you'll:
- Access actionable strategies and recommendations to help you in this new uncharted era.
- Be among the first to receive the report upon publishing.
- Get the chance to win one of four £50 Amazon gift cards
It takes less than 5 minutes.
https://b2bmarketing.net/is-b2b-ready-for-a-cookieless-era/
In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with David Burnand, CMO of Unicorn and Centaur, Staffbase – an employee communications cloud, intranet and employee app.
Joel and David discuss David’s impressive career, which spans the likes of Atos, Adobe and Siemens on the client-side, and Stein IAS on the agency-side, and what he's learned along the way. They also discuss the nature of B2B marketing in an investor-backed organisation with huge growth ambitions. This episode is a must-listen for any marketer wanting to know the ins and outs of working in an investor-backed environment.
In this week’s episode of the B2B Marketing Podcast, David Rowlands Head of Product, B2B Marketing and Propolis sat down with Lynzi Ashworth, Marketing Director, Aon to discuss marketing’s impact on the overall business and more importantly - how to prove it. From understanding the growth priorities in the business to getting into a strategic mindset and showcasing your brand success, they discuss everything you need to be doing to drive revenue.
You can join Lynzi at B2B Ignite on 3rd of July as she delves further into the intricate world of brand building and demand generation in B2B. Her session, ‘Measuring what matters: The secret to tracking brand success’, is taking place on the Brand stage at 11.25am.
Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets
In this week’s episode of the B2B Marketing Podcast, Joel Harrison is joined by Chris Wright, Commercial and Marketing Director, BSI and Simon Rusling, Head of Marketing, Barnett Waddingham. This week’s podcast is in association with Propolis, our community and intelligence platform which gives you access to insights to make decisions, connect with experts and unlock actionable guides and content. This month, we’re talking about all things commercial marketing.
The senior marketers both share how they got into their current roles and developed their skillset over time, as well as the key to being influential when joining the board. You’ll hear how sitting in board meetings can take your marketing to the next level and help you understand the business at a deeper level. Plus they share some advice on how to take off your marketing hat and think like an executive board member.
For more on Propolis, check out all the details here: https://www.b2bmarketing.net/propolis
In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Marcio Arnecke, CMO of digital marketplace, Stenn. They talk about where Stenn’s name comes from, how the company has evolved in the last few years, as well as the brand’s ultimate growth objective.
In addition, Joel brought up how growth marketing was the number one trend in our 2024 Trend Tracker despite the definition of “growth marketing” being a little unclear. They reveal what the key is to growth marketing and how to implement it to help with communications, data understanding and operations.
Stay tuned and find out why Marcio thinks having a global presence around the world helps drive culture and diversity. Plus, he shares his top tip for being successful in his career and why constant learning is essential to grow in the B2B field.
If you’re looking to grow your business, you can find more information about our community hub here where you can get exclusive expert advice, technical content and much more: https://b2bmarketing.net/propolis
In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product at Propolis, caught up with Shane Redding, Propolis Strategy Expert to discuss the need for marketers to become commercial marketers.
David and Shane define what we mean by ‘commercial marketer’ in the first place, why so many marketers aren’t acting in this fashion, and what we can do today to start changing the way we operate and prove our value to the board.
Check out our B2B Marketing Trend Tracker here: https://b2bmarketing.net/feature-post-b2b-insights/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/
In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Andrea Herbert, Marketing Director, Gamma to discuss the company’s new fluffy (in a good way) brand. They talk about everything from Gamma’s current goals as a brand to its culture and people-first approach.
They then dived into Gamma’s #GoodTogether brand campaign, which features a big fluffy purple dog as a part of their campaign, as well as Gamma’s return on relationships calculator. Find out how much coverage the campaign is getting and what metrics Gamma is looking at to measure success. Plus, stay tuned to hear about the CFO and CEO’s reactions to their bold brand idea and if the big purple dog has a name…
In this week’s episode of the B2B Marketing Podcast, Joel Harrison, Editor in Chief, B2B Marketing, spoke with Helen Whetton, Global Brand and Marketing Director, BT to discuss their latest campaign and brand transformation.
The two delve into everything from running a global marketing team to why the word ‘business’ was mentioned 21 times in its brand campaign, “We’ve Got Your Back” – there is a method to the madness. Plus, if you want to find out why the key to brand messaging is through culture and strategy, you can find out from Helen herself.
In this latest episode of The B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing, catches up with Eric Glass, Chief Marketing & Communications Officer, at Dayforce - a human resources software and services company.
Eric explains the impetus behind the rebrand, how they put storytelling at the very heart of the endeavour, and the results it's driving so far.
In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Gareth Clark, Senior EVP Customer Experience, Just Global to talk about their win for ‘B2B global agency of the year’ at our 2023 B2B Marketing Awards.
They talk about everything from Just Global's people-first approach to the key to global alignment and some top tips for nurturing a good agency-client relationship. Plus, you can find out why Just Global incorporated a four-day work week and what other initiatives they’ve put into place to cultivate a better work culture.
Want to find out more? Next week, we’ll be releasing a report which outlines some juicy insights from Just Global, as well as some exclusive commentary from the B2B Marketing Award judges themselves.
Guess what? Our 2024 Trend Tracker is now live - we asked both client-side and agency-side marketers to share their thoughts on various B2B trends making headlines in the industry. In this week’s episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Shane Redding, Strategy and Evolution Expert, Propolis to dive into some of the exclusive insights from our 2024 Trend Tracker.
They chat through everything from how growth marketing nabbed the top spot this year to why sales enablement (which was #1 last year) isn't as much of a focus to marketing leaders. In addition, they talk through some other other hot topics in B2B marketing such as account-based strategies, customer success and generative AI and also compare a couple of trends agency-side vs client-side.
Want access to the Trend Tracker? Check it out here for the full feature: https://b2bmarketing.net/feature-post-b2b-insights/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/
In this episode of The B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing spoke with Benoit Soucaret, the Chief Experience Officer at Merkle EMEA, to chat through Merkle’s latest report: B2B Futures: The View from 2020, which you can read here: https://bit.ly/4a1n095
Benoit talks through the five key areas that B2B marketers should focus on if they want to differentiate themselves today, as well as four seismic shifts that Merkle expect to see by the end of this decade.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing, spoke with David DeCheser, Chief Creative Officer, Valtech to talk about Valtech’s rebranding and why the experience innovation company decided to do it in the first place.
They delve into everything from what traps to avoid when creating your brand creative to why building diverse teams is key for standing out. They also discuss what the visual design of a company should look like and how it can ultimately capture your brand’s story. Plus, we ask David if there’s anything he dislikes about marketing from a creative and design perspective.
Want to learn more about rebranding? Head to our Brand Room on Propolis and get exclusive content and insights here: https://propolis.b2bmarketing.net/channels/brand
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing spoke with Johan Thorbjornsson, Partner, McKinsey and Company about the pros and cons of utilizing generative AI.
They dive into everything from which leaders oversee AI technology to the business implications of genAI as well as the pros and cons that come with experimentation. They also tease his session at Martechopia, where he’ll be discussing six things to do to transform your B2B sales and marketing using generative AI. It all takes place on the 13th of March. Haven’t booked your ticket yet?
Use the code PODCAST at the checkout to get 20% off your ticket: https://events.b2bmarketing.net/martechopia2024/tickets
Want to know the secret behind a brand-driven award-winning campaign? In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing sat down with Aniela Unguresan, Founder, EDGE and Andy Greaves, Global GTM Lead, Gravity Global to discuss their Gold win for ‘Best Brand Initiative’ at the 2023 B2B Marketing Awards.
They dive into the success of their diversity campaign ‘Real. World. Change.’ Aniela and Andy also discuss how to create impactful brand campaigns with a strong meaning, why the messaging was essential to get right, and why diversity is crucial from a B2B perspective.
Want more? In just two weeks, we’ll be sharing an in-depth report on our main website which outlines all the details to Gravity Global’s award-winning campaign.
A few weeks ago, it was announced that Havas acquired Ledger Bennett to advance its ambitions in the UK and globally. In this week’s episode, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Andrea Glenn, CEO, Ledger Bennett to talk about the acquisition.
They talk about how this acquisition affected their agency from a global perspective as well as how Ledger Bennett navigated the sale and why Havas was ultimately the right fit. In addition, Andrea touches on how Ledger Bennett and Havas plan to work together moving forward. They also tease the future of specialist agencies so stay tuned.
If you want more B2B marketing content, check out Propolis and head here: b2bmarketing.net/propolis
In this episode, David Rowlands spoke with Sophie Bowkett, CMO, Bird & Bird about their recent rebrand.
They discuss everything from the importance of brand in the first place, right through to how you can put emotion at the centre of everything you do.
If you'd like to learn more about Propolis, just head here: https://b2bmarketing.net/propolis
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Mark Hodge, Vice President of Marketing, McCain Foods; Gavin Dunn, Managing Director, KERB+ as well as Rebecca Lewis-Stanton, Client Services Director, Omne and Jasmine Preen, Senior Account Manager, Omne to discuss their Bronze win for ‘Best purpose-led program’ at the 2023 B2B Marketing Awards. The campaign ‘Streets Ahead’ shined a light on the hospitality industry while giving opportunities for cohorts that found themselves marginalized or far removed from entrepreneurship.
The group delved deeper into why the street food sector was targeted, how Omne managed to get the messaging right, as well as all the key metrics and incredible highlights from the campaign. Plus, they shared how the campaign tapped into the emotional aspect in B2B marketing.
Want more? In just two weeks, we’ll be sharing an in-depth report on our main website which outlines all the details to Omne’s award-winning campaign.
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Emily Randall, Head of Marketing Activation at Mott MacDonald, to discuss the benefits of taking a serious, project management approach to marketing.
Emily and David chat through the mistakes some marketers make, as well as the opportunities for running much tighter projects.
If you'd like hear more from Emily at Martechopia, just head here: https://events.b2bmarketing.net/martechopia2024/home
At the 2023 B2B Marketing Awards, Revere took home the Gold for ‘Best channel marketing initiative’. The agency worked with Westcoast, an IT distributor, to create a holistic campaign which utilised a plethora of channels. In the end, Revere smashed its target with a 20% open rate on emails, a click through rate of 6% and 33,000 impressions from the initial campaign launch.
Kavita Singh, Senior Content Editor, B2B Marketing, sat down with Zoe Bevis, Client Services Director, Revere, to reflect on the campaign’s success as well as what it takes to win such a coveted award. They also dive into why sales alignment was crucial for this specific campaign, as well as her top tip for B2B marketing companies who want to create standout campaigns like 'Marginal Gains'.
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