Location:
United Kingdom
Description:
The essential resource for B2B marketers.
Twitter:
@marketingb2b
Language:
English
Episodes
Episode 144: Shane Redding outlines why all marketers need to be ‘commercial marketers’
4/15/2024
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/
Duration:00:21:15
Episode 143: Why brand campaigns need to be paw-sitively bold in today's climate, with Gamma
4/11/2024
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…
Duration:00:38:59
Episode 142: How BT successfully transformed into a B2B brand with its new campaign
4/4/2024
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.
Duration:00:30:22
Episode 141: Rebranding at scale: How Dayforce put storytelling at the heart of their rebrand
3/22/2024
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.
Duration:00:28:06
Episode 140: Why global alignment is key to an agency's success, with Just Global
3/15/2024
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.
Duration:00:21:03
Episode 139: The 2024 Trend Tracker: Learn what your peers are focusing on this year
3/12/2024
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/
Duration:00:28:41
Episode 138: A CXO’s guide to the four seismic shifts in B2B
3/8/2024
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.
Duration:00:33:51
Episode 137: How to visually make your brand stand out; plus the traps to avoid according to Valtech
3/6/2024
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
Duration:00:21:33
Episode 136: Why you need to consider these risks with AI according to McKinsey
3/1/2024
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
Duration:00:29:28
Episode 135: Inside an award-winning diversity campaign
2/28/2024
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.
Duration:00:27:26
Episode 134: How to sell a B2B agency with Andrea Glenn
2/26/2024
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
Duration:00:36:33
Episode 133: Sophie Bowkett talks through Bird & Bird's rebrand and the importance of emotion
2/22/2024
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
Duration:00:24:39
Episode 132: How to create an award-winning purpose-led marketing campaign
2/19/2024
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.
Duration:00:21:56
Episode 131: The benefits of a project management approach to marketing, with Emily Randall
2/13/2024
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
Duration:00:18:08
Episode 130: How Revere won ‘Best channel marketing initiative’ at the B2B Marketing Awards
2/6/2024
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'.
Duration:00:21:44
Episode 129: The untapped growth potential of channel partner marketing, with Georgie Gilmore
2/2/2024
Channel partner marketing can be a very misunderstood strategy, with a handful of marketers championing the amazing results it can deliver, but vast swathes of marketers not giving it their full attention. In this podcast, our new Propolis Expert for Strategy & Channel Partner Marketing, Georgie Gilmore, explains why it's so misunderstood, and what needs to change in order for marketers to beat the competition with this high-growth-potential strategy. In this episode, we also talk about our plans for igniting this conversation in Propolis, the global community for B2B marketers. If you'd like to learn more about Propolis, just click here: https://b2bmarketing.net/propolis
Duration:00:21:06
Episode 128: Empathy, creativity, and gold-worthy campaigns with Brian Macreadie
1/18/2024
Dive into the latest episode of the B2B Marketing podcast, where David Rowlands, Head of Content, B2B Marketing, engages in a captivating conversation with Brian Macreadie, Head of Marketing, Addleshaw Goddard. Discover the secrets behind Addleshaw Goddard's recent B2B Marketing Awards success, winning gold for 'Best Demand or Lead Generation Campaign' and 'Best Use of Creative'. Get ready for a dynamic discussion on the power of client empathy, the art of creativity, and the strategic role of market research in shaping winning B2B marketing campaigns. Tune in for insights, inspiration, and a touch of the unexpected in the world of B2B marketing! Learn more about the awards: https://b2bmarketing.net/archive/who-won-at-the-b2b-marketing-awards-2023-check-out-the-full-list-of-winners-here/
Duration:00:18:33
Episode 127: How to build and retain high performing teams with Michelle McCann
12/15/2023
In this week’s episode of the podcast, David Rowlands, Head of Content, B2B Marketing sat down with Michelle McCann, CMO, Author, Speaker, to discuss how to build and retain high performing marketing teams. They talk about everything from what makes a good CMO to how to work with your CEO to the key to unlocking your team’s potential. They also talk about how to use 'radical candor' when it comes to feedback and why creating realistic targets is so essential in B2B. David and Michelle also touched upon the findings from the 2023 Leaders Forum, which you can find here: https://b2bmarketing.net/feature-post-b2b-insights/leaders-forum-2023-findings/ In addition, if you’d like to learn more about our community hub, check out Propolis to gain expert advice, access to our Community Index and all the latest in B2B marketing: https://propolis.b2bmarketing.net
Duration:00:24:51
Episode 126: How Sarah Sutton won 'B2B marketer of the year' with her leadership
12/1/2023
At the 2023 B2B Marketing Awards, Sarah Sutton, CMO, Send Technologies and Ryan Almond, Global ABX Director, Henkel, were both awarded ‘B2B marketer of the year’ as joint winners. In this week’s podcast, David Rowlands, Head of Content, B2B Marketing, sat down with Sarah to discuss her big win. She shared how she got started in B2B, her philosophy as a CMO, how to build a collaborative relationship with sales, and how to approach failures in your career. In addition, she also talked about her journey with Send Technology while delving into how she was able to scoop up the award for 'B2B marketer of the year' with Send Technology's ‘Love Underwriting’ campaign which generated millions in revenue. To hear from another ‘B2B marketer of the year’, check out Ryan’s podcast to learn about his thoughts on ABX: https://b2bmarketing.net/latest-podcast/the-evolution-of-abm-with-global-abx-director-henkel-ryan-almond/ Want more? You can see Sarah and Ryan’s full case studies on Propolis, our community hub of experts and insights for all the latest in B2B marketing here: https://propolis.b2bmarketing.net/
Duration:00:33:55
Episode 125: The state of flexible working with The Inspired Marketing Group
11/3/2023
Since 2020, there’s been a clear shift in working behaviours from going completely remote to adapting to a hybrid style and heading back to the office on a regular basis. In this week’s episode, Head of Content David Rowlands is joined by Co-founders of The Inspired Marketing Group, David Coghlan and Richard Johnson. They dive into the definition of a flexible work environment, how it’s being showcased in 2023 and why more than ever employees are asking for exactly what they want during the hiring process. With more employers asking staff back into the office, the trio also discuss the benefits of being in a collaborative workspace and how to get the younger generation to grow as leaders in the future.
Duration:00:31:31