B2B Marketing Futures

In this episode, host Joaquin Dominguez brings together top B2B marketing experts to explore how behavioural science can transform your marketing strategy. Featuring insights from Nancy Harhut, one of the Top 10 B2B Marketers in the World, the panel dives into practical techniques that drive real results. From cognitive fluency to the power of emotional storytelling, we discuss actionable ways to simplify your messaging, build brand connections, and boost conversions.Join Joaquin, Nancy, Mark Liversidge, Tom Rivers, Anne-Catherine Kaiser, Birgit Lewinski, and Mariana Nunes as they share their strategies for navigating the evolving world of B2B marketing. Discover how to stand out, create meaningful connections, and leverage behavioural science to shorten sales cycles and increase engagement.🎧 Tune in now to revolutionise your B2B marketing approach! Hosted on Acast. See acast.com/privacy for more information.

Explore how top marketers balance brand awareness with lead generation in a competitive B2B landscape. Featuring insights on customer stories, high-intent lead generation, and brand building. Learn from industry leaders on how to create demand and capture leads while navigating budget constraints and complex buying processes.Thanks to our panellists for your collaboration:Benjamin O'Dell, Director of Demand Generation at ExclaimerJoshua Diner, Head of Product Marketing at InfobipNefeli Kritikou, Head of Marketing at EndavaPamela Hsieh, InvestorSnneha Koirala, Sr. Product Marketing Hosted on Acast. See acast.com/privacy for more information.

Join us as we explore the fascinating career of Dale Anne Scogings, Creative Lead at Flourish, a Canva-owned company. From her early beginnings in a small South African town to leading a brand refresh for Flourish, Dale Anne shares her insights on the intersection of creativity and strategy in both B2C and B2B marketing. Discover how her experiences at Cosmopolitan, Japanese culture, and values-led organisations have shaped her approach to fostering creativity and innovation in dynamic environments. Tune in to learn how creativity, passion, and a commitment to excellence can transform businesses and inspire teams. Hosted on Acast. See acast.com/privacy for more information.

Explore how top B2B marketing leaders craft strategies to generate demand in competitive markets. Discover insights on the power of collaboration, building brand awareness, and leveraging personalised content to capture high-quality leads. Learn how companies like Fortinet, Chattermill, Wix, and Twilio use innovative approaches to stay ahead. Tune in for actionable tips on enhancing customer experience, creating lasting partnerships, and navigating today's marketing challenges.Thanks to our panellists for their contribution:Isobel Bowdery: EMEA Vertical Marketing Manager at FortinetLiliana Osorio: VP of Marketing at ChattermillPaula Ximena Mejia: VP of Enterprise Marketing at WixRichard Johnson: Marketing Director at DoorwayJayde Phillips: Senior Strategy and Competitive Intelligence Manager at American Express Global Business Travel SolutionsJamila Firfire: Director, Integrated Marketing, EMEA at Twilio Hosted on Acast. See acast.com/privacy for more information.

The UK's most prominent B2B creativity and copywriting coach, David McGuire, is here to answer your questions about how to use AI for marketing copy correctly. David is running a course with B2BMarketing, helping marketers understand the hype, the potential and pitfalls of using AI for copywriting. Learn how you can use AI to boost, not hinder, your career and brand. A big thank you to our panellists:David McGuire, B2B Copywriting Trainer at B2B MarketingTamara Blanche, Content Manager at AmdocsSafa Marria, Social Media Associate at Quantexxa Hosted on Acast. See acast.com/privacy for more information.

The landscape of B2B marketing is continuously evolving, with 2024 presenting unique challenges and opportunities for marketers. This episode synthesises insights from industry leaders gathered during a comprehensive discussion on navigating reduced budgets and smaller teams while maintaining effective marketing strategies. The participants, from the leading marketing industry, shared their experiences and strategies across several key themes. These insights provide a roadmap for B2B marketers aiming to optimise their efforts and achieve sustainable growth in a competitive environment.Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.GuestsCharlotte Webster, Senior Digital Marketing Consultant at CGILisa Vecchio, Global Vice President, Integrated Marketing at AirCallValeriya Yordanova, Product Marketing Leader at Pleo Hosted on Acast. See acast.com/privacy for more information.

In an era where customer expectations are rapidly evolving, businesses must stay ahead by prioritizing customer-centric strategies and fostering innovation. The recent Adzact panel discussion brought together industry leaders to delve into the critical themes of customer obsession, transparency, innovation, and marketing and sales integration. This episode captures the insights shared by marketing professionals offering a comprehensive view on how B2B companies can navigate challenges and seize opportunities to drive business success.HostJoaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.GuestsAditi Nair, Digital Strategy Manager at AdobeChristabell Briggs, Senior Marketing Campaign Manager at TransunionJadis Tillery, Fractional CMO and Marketing AdvisorMarcus Sheridan, book author and founder of The Question First Group and Impact. Hosted on Acast. See acast.com/privacy for more information.

Unlock the secrets to perfect attribution in B2B marketing with insights from industry leaders. Discover advanced techniques to measure marketing impact, balance short-term and long-term goals, and leverage account-based metrics. Featuring experts from Personio, Twilio, and Scandit.Key Topics:Overcoming Attribution ChallengesInnovative MetricsData-Driven StrategiesFeaturing Experts:Alex Venus (Personio)Rupali Singhal (Twilio)Jonny Colclough (Scandit) Hosted on Acast. See acast.com/privacy for more information.

In this episode, we explore how to harness the full potential of intent data to boost your account-based marketing efforts. Join Tom Gatten (CEO, Adzact), Amy Bennett (Digital Marketing Manager, Fenergo), Rob Bramley (Demand Generation Manager, GoCardless), and Marco Piras (Growth Marketing Manager, Pleo) as they discuss:The advantages of using intent dataEffective strategies for aligning sales and marketingPractical tips for seamless data integrationListen for actionable insights and real-world examples that can transform your marketing approach. Hosted on Acast. See acast.com/privacy for more information.

In today’s globalised economy, understanding businesses' distinct purchasing behaviours and cultural nuances worldwide is crucial for B2B marketers. This episode delves into the insights shared during a recent conversation featuring industry experts discussing maintaining global brand consistency while effectively adapting to local markets. Key themes explored include the importance of cultural nuances, data-driven marketing strategies, and best practices for cross-cultural B2B marketing.Thanks to our panelists:Aditi Nair, Digital Strategy Manager at AdobeMariana Tabrea, Marketing Operations Specialist at ConfluentAnya Slowenko, Marketing Manager at Aircall Hosted on Acast. See acast.com/privacy for more information.

This episode is a conversation between B2B marketing experts and Dr. Carmen Simon, a cognitive neuroscientist. It explores how neuroscience can enhance B2B marketing strategies by predicting future behaviours and improving engagement. The discussion covers the challenges of capturing attention, effective personalisation, the role of complexity, cultural responses, storytelling, and motivational strategies.Thank you to the panellists for sharing your knowledge with us:Dr Carmen Simon, Stanford Professor and Chief Science Officer at Corporate VisionsScott Stockwell, Senior Brand Strategist at IBMLiqiam Lim, Senior Product Marketing Manager AI/ML, SnykNatasha Lockwood, Senior Integrated Marketing Manager at TealiumStephanie Mills, Director of Corporate Marketing at MatillonEdvin Pauza, Demand Marketing Manager at YapilyGuy Oakley, Marketing Director at ADPRead a report with best insights here: https://www.adzact.com/resource/collaborations-neuroscience Hosted on Acast. See acast.com/privacy for more information.

Welcome to Profiles in Persuasion, where we delve into the careers and insights of leading figures in B2B marketing. Today, we are privileged to speak with Ben Slater, a seasoned startup operator and a prominent figure in high-growth, venture-backed B2B marketing. Over the past 15 years, Ben has made significant strides, particularly at Beamery, where he has played a crucial role in transforming the company into a unicorn-valued enterprise. His journey is marked by a blend of strategic vision, operational excellence, and hands-on marketing expertise. Hosted on Acast. See acast.com/privacy for more information.

In our latest "Profiles in Persuasion" interview series, we had the privilege of speaking with Supriya Dev-Purkayastha, the head of native advertising for Microsoft Advertising. Supriya, recognised as one of the UK's top 100 leaders in tech and a 2023 Future is Female Award winner, shared insights from her 18-year career in marketing, revealing the experiences and strategies that shaped her journey. Hosted on Acast. See acast.com/privacy for more information.

In this insightful episode, industry experts delve into the dynamic world of community management within B2B marketing. Join Joaquin Dominguez and a panel of seasoned professionals as they explore the distinction between communities and audiences, the strategic role of trust, and the innovative concept of community hacking. Discover how structured forums, gamification, and influencer partnerships can accelerate engagement and growth. Whether you're looking to enhance peer support, collect first-party data, or tailor community strategies to specific sectors, this episode offers valuable strategies and real-world examples to elevate your community-building efforts.Featuring:Ashley Friedlein, Founder of Econsultancy and GuildJoel Harrison, Editor-in-Chief and Co-Founder of B2BMarketing and PropolisClaire Beatty, Senior Director of Customer Advocacy at GenesisEmma Isichei, Chief Marketing Officer at MHRNeil Brennan, VP for Creative Marketing at MeltwaterConrad Ford, Chief Product and Strategy Officer at Allica Bank Hosted on Acast. See acast.com/privacy for more information.

In a recent discussion with digital marketing and podcasting experts, including Sarah Hulyer, we gained valuable insights into how "Let's Grow Girls" came to be one of the most successful leisure podcasts in the UK, with more than 1.2 million downloads. This podcast, which started during the lockdown out of Sarah's newfound love for gardening, targeted a specific group interested in cut-flowers, a niche not yet explored in podcasting. Sarah and her co-host used simple tools at first, focusing on engaging their audience on social media and trying out different types of episodes to see what their listeners enjoyed the most.Sarah also shared the ins and outs of reaching listeners worldwide through platforms like Facebook and Instagram, creating a community where folks from around the globe could share their gardening tales. This story offers B2B marketers a comprehensive look at the steps and challenges of making a podcast successful in the digital marketing world.Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.Sarah Hulyer, Digital Communications Manager, Ashurst Charlotte Maddison, Senior Marketing Manager, JLLConrad Ford, Chief Product & Strategy Officer, Allica BankMark Chappel, Global Head of Creative Marketing, Man GroupSharon McClintic, Senior Content Marketing Lead, Lumar Hosted on Acast. See acast.com/privacy for more information.

This podcast explores the evolution, challenges, and future prospects of media partnerships through insights from industry experts, offering a detailed look into the strategies that make these collaborations successful.Joaquin Dominguez was joined by marketing experts to discuss the topic.Emma Winchurch-Beale, VP Growth Partnerships UK Europe, Economist ImpactVictoria Pawsey, Media Partnerships Director, BCG Hosted on Acast. See acast.com/privacy for more information.

This episode contains the viewpoints of five industry experts on Growth Marketing. Their experience provides valuable insights into strategies that can help navigate the challenges of international markets, adapt to growth and scale, and use creativity to create impactful content that stands out. HostJoaquin Dominguez was joined by marketing experts to discuss the topic.GuestsCharlotte Morris, Global Senior Director Regional Marketing, HibobTed Eltringham, Growth Lead EMEA, Rippling Audrey Vanderoost, Growth Marketing Principal, CyberCubeBorys Khodan, Head of Paid Media, SynthesiaSarah Parker, Content Manager, Chattermill Hosted on Acast. See acast.com/privacy for more information.

In our recent panel discussion, industry leaders delved into the nuances of B2B branding in today's rapidly evolving digital landscape. They explored the distinctive challenges and strategies of B2B versus B2C branding, the critical role of company culture and employee engagement in brand authenticity, and the need for a strategic alignment between branding and commercial objectives. Moreover, they highlighted the importance of a robust content strategy for stakeholder engagement and discussed the complexities introduced by technological advancements, particularly artificial intelligence, to maintain brand consistency and integrity.Hosts:Joaquin Dominguez and Tom Gatten were joined by four marketing experts to discuss the topic.GuestsVugar Usi Zade, COO at BitGetNick Cooper, Global Executive Director at Landor and FitchSarah Roberts, Group CMO at Boldyn NetworksKathleen Carter, Director of Marketing Europe at Kin + Carta Hosted on Acast. See acast.com/privacy for more information.

In a recent conversation with B2B marketing experts, we explored the essentials of Account-Based Marketing (ABM). We touched on its definition, the crucial role of technology, and how to measure and scale these efforts effectively. The experts shared insights on creating personalised customer experiences, leveraging technology like AI for better targeting, and integrating ABM into broader marketing strategies to enhance overall effectiveness. They also discussed strategies for making ABM scalable across many accounts, emphasising the balance between personalised marketing and broader campaign goals. This comprehensive discussion offers practical advice for businesses looking to refine their marketing strategies through ABM, aiming to make marketing efforts more focused, efficient, and impactful in the B2B space.HostJoaquin Dominguez, Adzact Head of Marketing, was joined by three marketing experts to discuss the topic.GuestsSam Batstone, Senior Manager Demand Generation DACHITUKI at QuadientMark Walker, Co-Founder & CEO at Revved UpKartik Krishnan, Director of ABM - EMEA at Beamery Hosted on Acast. See acast.com/privacy for more information.

This episode delves into the fascinating intersection of political marketing strategies and B2B marketing, inspired by the Trump vs. Biden elections. Our panel of experts breaks down how key tactics from these campaigns can revolutionize B2B marketing, covering the importance of digital ad spending, the role of generative AI in crafting personalized messages, effective storytelling to connect emotionally with audiences, and the impact of data-driven personalization. Tune in to unlock valuable insights for enhancing your marketing approach.Thank you to our panellists:Bryan Law, CMO at ZoomInfoMaria Pare, Marketing Director at TolunaMike Kelly, CEO at Kelly and Newman AdvisorsCory Johnson, Head of Growth at Synthesia Hosted on Acast. See acast.com/privacy for more information.

The world of B2B marketing is constantly evolving, and it takes insights from experienced marketers to stay ahead. With her vast experience, Shelagh McManus offers a treasure trove of advice for today's marketers. Our discussion with her cuts through the complexity of marketing strategies and delivers straightforward and actionable advice. From the importance of customer focus to the integration of sales and marketing, Shelagh's wisdom is distilled into a guide that speaks directly to the challenges and opportunities facing B2B marketers today. Join us as we explore these insights designed to refine your marketing approach and better connect with your business audience. Hosted on Acast. See acast.com/privacy for more information.

In B2B marketing, having a good grasp of psychological principles can significantly improve engagement and build stronger relationships with the target audience. Recently, experts have discussed psychology's crucial role in marketing; the difficulties marketers encounter as the landscape evolves, and the creative strategies they use to overcome these challenges.Thank you to our panellists:Robb Taylor-Hiscock, Senior Content Marketing Specialist at OneTrustKev Johnson, Technical Marketing Architect at Rubrik, Inc Hosted on Acast. See acast.com/privacy for more information.

In the third and final episode of our series exploring the fusion of luxury and B2B marketing principles, we delve into how these sectors can inspire one another towards innovative strategies for engagement and growth. This episode, hosted by Tom Gatten, CEO of Adzact, features insights from Jennifer Johnson of Deel, Kathryn Strachan of Copy House, Sonia Hobbs, with her extensive experience in automotive luxury marketing, and Colm O’Shea, a former strategic advisor to luxury companies. Our panellists uncover the rapid increase in B2B digital marketing spending, the challenges of targeting niche audiences, and the importance of creating personalized customer experiences for building trust and nurturing long-term relationships. They also discuss the roles of brand advocates and empathetic marketing in connecting deeply with customers. Tune in to discover actionable strategies for elevating your B2B marketing by integrating the bespoke, customer-centric approaches of luxury branding. Hosted on Acast. See acast.com/privacy for more information.

In the second episode of our thought-provoking series on the intersection of luxury and B2B marketing, we continue to explore how B2B brands can leverage luxury marketing principles to foster deeper relationships and drive sustainable growth. Dive into discussions about the evolving B2B and luxury buyer demographics, with a special focus on the increasing role of women in decision-making positions and how this shift impacts messaging and brand experiences. Our guests share insights into the significance of values like sustainability and personalisation in crafting engaging brand narratives and bespoke customer experiences. Learn about the importance of community, status, and shared values in building brand affinity, and how long-term brand building through heritage and consistent strategic narratives can enhance your brand's resonance.Whether you're interested in understanding how to align your brand with your audience's evolving values or looking to create exclusive, memorable experiences that set your brand apart, this episode is filled with rich insights and strategies. Join us for another enriching session that bridges the gap between luxury's emotional journey and B2B's strategic ambitions, offering actionable insights for marketers looking to elevate their brand's impact and loyalty.Featuring insights from:Sonia Hobbs, Former Head of Marketing at Harwoods GroupPaul Monteith, VP Demand Generation at User CentricSam Kendall, Digital Marketing Manager at Beyond EncryptionAndrew Davies, CMO at PaddleChris Davies, EMEA Growth Director at Wunderman Thompson*This is the second episode in our series diving into Luxury and B2B Marketing. Hosted on Acast. See acast.com/privacy for more information.

Can B2B brands take cues from the luxury industry in building long-term relationships with their customers? This insightful discussion features experts from both luxury marketing and B2B marketing fields, delving into the surprising similarities between their domains.During this conversation, leaders will cover topics such as using data to truly understand buyers, building emotional connections with your brand beyond just transactions, and balancing short-term metrics with long-term brand building. You'll also get to hear about strategies for identifying and engaging with elite audiences over extended sales cycles, consistent customer experiences, personalized nurture campaigns, and the latest technologies like generative AI.Whether you're selling luxury yachts or high-end software systems, there are valuable lessons to be learned about developing relationships and trust that lead to customer loyalty. Tune in for an intriguing cross-industry conversation packed with actionable insights.Thanks to the participants for their contribution:Shelagh McManus, Senior Director, Marketing - International at BrightcoveClaire Pitman-Massie, VP of Marketing and Demand Generation at ForgeRockBen Bulpett, Senior Director Global Field and Partner Marketing at AlgoliaChris Willman, Marketing Director at CommvaultCharles Stephenson, Insurance Partner at BurgessChris Davies, EMEA Growth Director at Wunderman ThompsonAlex Blakeway, Managing Partner at Venezia Capital*This is the first episode of a series of three discussions about Luxury and B2B Marketing. Hosted on Acast. See acast.com/privacy for more information.

Emotional connections are pivotal for success in B2B marketing. As this discussion revealed, appealing to emotions can help brands transcend rational boundaries, foster trust, and resonate more deeply with target audiences. Experts in brand, neuromarketing, employee advocacy, and enterprise sales shared perspectives on leveraging emotions in B2B marketing. Their insights challenged traditional notions that B2B audiences make purely logical decisions. Instead, they emphasized how emotional engagement enhances brand perception, helps address common B2B challenges, and will shape future marketing trends.A big thank you to the panellist:Albert De Lisio, Marketing Automation Specialist at NasdaqLuke Pheasey, Head of Marketing UKI & NEMEA at StaffbaseJemma Devenish, Social and Corporate Communication at IFSShazna Virmani, Senior Marketing Manager - Field Marketing at Veeva Systems Hosted on Acast. See acast.com/privacy for more information.

This episode provides key insights on B2B content strategy, including data-driven storytelling, leveraging AI with human oversight, adapting to search algorithms, B2B social platform innovation, overcoming content challenges, and coordination. The guests on the podcast discussed these topics and emphasized the importance of understanding user journeys, maintaining cohesive narratives, and filling buying journeys with consistent content. They also discussed the lack of innovation in B2B platforms and the transformative role of generative AI in automating content creation. Personalization and segmentation were highlighted as crucial for effective content marketing.The podcast guests sharing their perspectives were:Matt Churchill, Social Media & Content Manager at AVEVA. AVEVA provides software for designing and operating infrastructure assets. James Ricketts, Content Manager at Foodtitude, a contract catering company serving office canteens in London. Will Bodansky, Head of Demand Generation at Virtual Internships, an edtech startup offering remote internships to students. Adrian Hobbs, VP of Customer Success at Adzact, a B2B digital advertising platform. Hosted on Acast. See acast.com/privacy for more information.

Discover key insights on thought leadership in B2B marketing from industry experts at Deel and Carbon Black. Learn about the principles of effective thought leadership, challenges in adapting strategies, and the importance of utilizing internal data. Find out how impactful thought leadership can leave a lasting impression through captivating storytelling.In today's episode:Jennifer Johnson, Head of Marketing UK and Ireland at Deel. Responsible for brand building and lead generation in the region.James Alliband, Head of Marketing across EMEA for cybersecurity company Carbon Black. He aims to elevate the brand and share its perspective to differentiate it in the market. Hosted on Acast. See acast.com/privacy for more information.

This episode shares insights from digital marketing experts in various industries on strategies and challenges in leveraging platforms like LinkedIn, Meta, and Programmatic for B2B marketing. Key takeaways included the need for precise targeting, balancing brand and lead gen, multi-channel optimization, and solving attribution issues given long sales cycles. Perspectives highlighted contextual differences across verticals and buying groups, emphasizing the need to tailor approaches to thrive amidst rapidly evolving martech.thanks to panellists James Palmer, Luke Rose-Smith, and Charles ObenRead the full report here. Hosted on Acast. See acast.com/privacy for more information.

In this episode, we bring together top growth marketing experts to explore the dynamic and challenging world of lead nurturing and marketing funnel optimization in the B2B sector. Our guests include Tejal Tailor from MHR, Ali Fakhar from Geeks, and Cory Johnson from Synthesia. They share their expert insights on how to effectively engage and nurture leads in today's complex marketing landscape.Key themes discussed in this episode:Tailoring Nurture Strategies: Understand the importance of customizing nurturing strategies to fit the unique preferences and demographics of different audiences.Nonlinear Journey Engagement: Discover the benefits of engaging prospects through flexible, nonlinear journeys instead of traditional sequenced campaigns.Utilizing Diverse Platforms: Learn about leveraging various platforms, both owned and external, for effective prospect nurturing.Strategic Partnerships: Uncover how strategic partnerships can enhance the credibility and reach of your marketing efforts.Continuous Experimentation: Delve into the necessity of continuous testing and optimization in your marketing strategies.Sales & Marketing Synergy: Explore the critical role of aligning sales and marketing efforts through deep customer insights.Join us as we delve into these topics, offering valuable insights and strategies to enhance your B2B marketing efforts.Episode Timestamps[10:14] Continuous Experimentation and Optimization[10:41] Tailoring Nurture Strategies to Audience Demographics and Preferences[19:33] Partnering for Increased Credibility and Reach[29:33] Aligning Sales and Marketing through Customer Insights[35:01] Leveraging Diverse Platforms and Communities[44:34] Driving Nurture through “Messy” Nonlinear Journeys Hosted on Acast. See acast.com/privacy for more information.

Aligning Sales and Marketing in B2BExplore the integration of sales and marketing efforts in the B2B landscape in this episode of The Future of B2B Marketing podcast. Our panel of experts discusses practical strategies for improving collaboration between these traditionally separate departments.Our Guests:Ali Hussain, Senior Vice President of Strategy at The Marketing Practice, examines the challenges of aligning different departmental metrics and introduces the four 'Rs' as a potential common ground.Emanuela Mathieu, Senior Digital Marketing Manager at Forgerock, talks about the effectiveness of the 'pod' structure for teamwork and the necessity for mutual understanding and communication.Read the report here: https://bit.ly/47neHn1Time notes:Aligning Sales and Marketing: Insights from B2B LeadersExecutive Summary[00:00 - 00:42]Introducing the Experts[00:42 - 01:39]Key Insights on AlignmentAdopting a "pod" structure to encourage cross-functional teamwork[02:06]Recognizing misaligned metrics and incentives as roadblocks[24:04]Fostering empathy and two-way communication between departments[35:18]Valuing creative ideas but grounding them in data and strategy[37:38]Committing to ongoing education and transparency[48:13]The Way Forward[49:51 - 50:00] Hosted on Acast. See acast.com/privacy for more information.

Evolving Nurture StrategiesJoin Claire Pitman-Massie (Vice President of Marketing at ForgeRock) and Hannah Maltby (Global Head of Campaigns and ABM at RedGate Software) as they explore key trends in the B2B marketing landscape, specifically focusing on the evolution of nurturing strategies.Key Themes:Lessons from B2C Marketing [02:31 - 03:31]Emotional, Outcome-Driven Nurturing [09:14 - 10:27]Omnichannel, Nonlinear Nurturing [19:42 - 20:10]Integrating Sales for Continuous Nurturing [21:12 - 22:59]Getting Personal [44:22 - 47:50]From 'Nurture' to 'Smart Nurture' [35:55 - 37:46]Read a full report: here Hosted on Acast. See acast.com/privacy for more information.

Scaling B2B Marketing Challenges through an Omnichannel LensParticipants:Mariette Ferreira: CMO at 11:FSDavid Reid: VP of Global Growth at TransmissionJonathan Connor: Marketing Specialist at NvidiaLiam Bartholomew: VP of Marketing at CognismTom Gatten: CEO and Founder of AdzactEpisode Summary:In this enlightening episode, industry leaders discuss the complex challenges and solutions related to scaling B2B marketing on a global scale through an omnichannel lens. Topics covered include localising messaging for diverse markets, striking the right balance between data-driven strategies and creative approaches, as well as the intricacies of attribution at scale.Key Takeaways:Localization is Crucial: The importance of localising messaging and content rather than just translating them to resonate with each market's cultural nuances was emphasised.Data-Driven Scaling with Caution: The episode warns against solely relying on third-party data and recommends a balanced approach that includes first-party data and primary research.Efficient Customisation: A middle ground between completely bespoke content for each market and reusing core assets to save time and resources is advocated.Metrics May Vary: Different data points can indicate success when comparing large to small companies.Attribution at Scale: Automation is key for effective multi-touch attribution in B2B's complex and lengthy buyer journeys.Don't Neglect Creativity: The value of big brand ideas and emotional storytelling in crafting memorable B2B campaigns is underlined.Tune in to learn how B2B marketers can adapt their strategies for global success while retaining brand essence and measuring performance effectively.Read full report here: https://bit.ly/3M10fZz Hosted on Acast. See acast.com/privacy for more information.

In this enlightening episode, we navigate the intricate world of modern marketing, exploring key themes that are shaping the industry today. A special thanks to our esteemed panel, Berti Munro, Annie Mirza, and Kyra Richards, for their invaluable insights. Read the full report here.📖 Storytelling & Emotional Intelligence: Discover the power of storytelling and emotional intelligence in marketing. Learn how brands can make audiences feel not just seen, but deeply valued and understood.🏗️ Brand Building in the Digital Age: What does it take to build a brand today? We discuss the importance of consistency, transparency, and the agility to adapt your messaging across various channels. Your brand's reputation is at stake; find out how to protect it.📜 Navigating Regulations in Specialized Sectors: The finance sector is a labyrinth of complex regulations. We explore the challenges of communicating these intricacies without compromising your brand's personality. The key? Finding simplicity in complexity.🤝 The Human Element: Marketing isn't just about numbers; it's about people. We delve into the importance of human connections and trust in achieving marketing success.Episode Timeline:00:00 - Introduction03:11 - Discussion on the human element in marketing25:40 - Transition to brand-building discussion40:15 - Communicating complex regulationsTune in for a deep dive into these critical aspects of modern marketing. Whether you're a seasoned marketer or just starting your journey, this episode offers valuable insights you won't want to miss. Hosted on Acast. See acast.com/privacy for more information.

In this riveting episode, we explore the ever-changing world of B2B marketing through the lens of personalization. Join us as we talk with industry experts Maria José Lemos Pare (Toluna), Avishek Chowdhury (Disciple Media), Hannah Jarret (Cooper Consultancy) and Firat Alyagut (Apadmi) to uncover how personalization is becoming the cornerstone of successful B2B marketing strategies. From the blurring lines between B2B and B2C to the role of data and community insights, this episode is a treasure trove of actionable insights. Tune in now! 🎧Read a report from the Podcast recording here.0:00 - Introduction 2:43 - The Evolution and Complexities of B2B Marketing17:07 - Data-Driven Personalisation and Content Strategies 30:09 - Community Engagement and Digital Marketing Strategies49:07 - Conclusion Hosted on Acast. See acast.com/privacy for more information.

Welcome to another episode where we delve deep into the world of Account Based Marketing (ABM). We're thrilled to have an esteemed panel of B2B marketing leaders to share their insights:Ben Bulpett, Director of EMEA, AlgoliaJudit Szabo, Global Head of Marketing, EndavaNavneeth Rathod, Digital Campaign Manager, SASTiago Falcao, Content Manager at IQPCIn this episode, you'll learn:🔹 The critical importance of gaining organisational buy-in for ABM🔹 Strategies for thoughtful account selection and segmentation🔹 Crafting highly personalised, staged content to engage target accounts🔹 Leveraging technology in a sustainable manner for ABM success🔹 Measuring the long-term impact and ROI of your ABM initiativesWhether you're new to ABM or looking to refine your existing strategies, this episode offers a comprehensive guide to mastering ABM. Tune in now for a deep dive into the best practices, common pitfalls, and expert advice on ABM.Time notes: Gaining organisational alignment:[05:46 - 07:15] - Ben discusses the importance of getting buy-in across the organization to understand that ABM is a different approach.[09:08 - 09:24] - Joaquin asks Ben to elaborate on how marketing's role has changed the dynamics between sales and marketing at Algolia.Selecting & segmenting target accounts:[14:45 - 17:03] - Judit talks about appreciating sales' target accounts but also looking at market intelligence to see which accounts are looking to buy your solutions. She mentions being agile and dynamic in targeting approaches.[18:25 - 20:14] - Ben discusses getting detailed overviews on accounts from third parties like PipelineIQ to tailor messaging and have more informed conversations.Crafting personalised content strategies:[28:22 - 29:03] - Navneeth explains SAS's Knowledge Hub, a personalized web page for key accounts with tailored content assets.[33:31 - 34:08] - Navneeth highlights understanding where the customer is in their buying cycle to serve relevant content.[36:08 - 38:59] - Judit shares her perspective on taking a nonlinear approach to content strategy for ABM and being responsive to account signals.Thoughtful tech integration:[45:49 - 48:07] - Judit talks about the importance of building a sustainable marketing tech stack, starting with foundational tools integrated with CRM before expanding.[49:15 - 51:00] - Navneeth gives an example of how they integrate SAS's Customer Intelligence 360 platform into ABM nurture flows.Measuring long-term success:[44:06 - 45:04] - Judit reflects on measuring ABM success over the long term rather than immediate conversion.[52:07 - 53:49] - Ben emphasizes in his closing thoughts that ABM is a longer game and you need to be focused and disciplined in your approach and measurement. Hosted on Acast. See acast.com/privacy for more information.

In the ever-evolving world of marketing, the lines between B2B and B2C are blurring. Join our discussions with industry experts, dissecting the strategies and philosophies that have shaped both realms. Each episode delves deep, offering listeners invaluable insights, from leveraging technological advancements to understanding the depths of customer relationships. Whether you're a marketing novice or a seasoned professional, this podcast promises fresh perspectives and actionable takeaways to elevate your marketing game. Dive in and explore the fascinating confluence of B2B and B2C worlds. #B2BMeetsB2CDiscussion around why B2B marketing is often seen as "boring" compared to B2C (4:17-13:08). The group talks about reasons like less data, more brand safety concerns, and cultural differences between regions.Debate around whether B2B is behind B2C in adopting new technology and data (26:02-34:19). Views differ on whether B2B quietly uses more advanced tools or if B2C is more vocal about trying new things.Thoughts on how AI and platforms like Google/Meta will impact marketing creativity (30:52-39:11). The prediction is platforms will increasingly create optimized ads themselves using user data.Discussion on whether there could be a backlash against AI if it becomes pervasive (34:19-36:50). People may value the "human touch" again if most content is AI-generated.Example of a successful edgy B2B social media campaign (35:52-39:11). A staff outsourcing firm pays influencers to stir up reactions by talking about low wages.Thoughts on differences between B2B and B2C regarding data privacy and personalization (5:31-9:14). B2B has more customer data available but hesitates to use it.How to balance efficiency vs. creativity and humanity in marketing (46:02-53:51). Concerns that data-driven AI may neglect subjective human experiences. Hosted on Acast. See acast.com/privacy for more information.

Dive into the changing landscape of B2B marketing as this episode unearths the power of emotional connection in a field often characterized by its straight-laced professionalism. As digital advertising spends soar, is there room for genuine emotion? Our panelists explore the rising trend of personalized marketing content, debating its authenticity and impact. We dive into the imperative of brand-building, the emergence of community-centric strategies, and how the lines between the professional and personal have blurred, especially in the wake of COVID. Drawing insights from B2C giants like the Michelin Guide and HubSpot Academy, we delve into the challenges and successes of injecting emotion authentically into B2B marketing. Moreover, the episode caps off with an insightful discussion about the fine line between data-driven strategies and the unpredictable magic that brands often chase. Join us on this deep dive into the heart of modern B2B marketing.Introduction (00:00 - 02:14)Welcome and brief overview of the rapid growth in B2B digital advertising spendQuestion: Will this growth continue and will we see greater investment in content and emotional marketing?Discussion #1: Changes in B2B marketing content (02:14 - 15:46)Panelists give examples of more emotional/personalized marketing content they've seenUsing visuals of real people makes content more relatableCOVID blurred lines between professional and personalForced B2B marketers to connect more emotionallyDiscussion #2: Investing in brand and community (15:46 - 26:35)Importance of brand building, not just conversionCreating community and emotional connectionChallenges getting stakeholder buy-in on community buildingConsumer brands focused on communities earlierDiscussion #3: Case studies and challenges (26:35 - 40:12)B2C examples like Michelin Guide and HubSpot AcademyDifficulty recreating emotional connections authenticallyAnecdote of failed sports-based targetingDiscussion #4: Making emotional marketing scientific (40:12 - 53:55)Data-driven examples like using people's faces in videosRole of luck vs. science in branding effortsKeys are detailed targeting and solving problemsConclusion (53:55-54:32)Recap and thank panelists for participating Hosted on Acast. See acast.com/privacy for more information.

In this episode, we delve deep into the world of B2B marketing, underscoring the pivotal role of a customer-centric approach. As we journey through the intricate pathways of understanding the customer beyond surface-level insights, we spotlight brands that exemplify proactive customer engagement. From optimizing onboarding experiences to tailoring content for specific roles in the buying process, we explore the power of authentic narratives and the imperative of building trust. This episode champions the art of active listening, the importance of accurate communication, and the undying commitment to customer success long after the initial sale. Join us as we unravel strategies that don't just market but genuinely connect. Hosted on Acast. See acast.com/privacy for more information.

Unpack the intricacies of B2B Influencer Marketing with insights straight from the experts. In this episode of 'The Future of B2B Marketing' Podcast, hear from leading figures as they dissect the true value of B2B influencers, the power of authenticity, effective content creation strategies, and much more. Whether you're a seasoned marketer or new to the B2B space, this discussion offers invaluable perspectives on leveraging influencers to maximise your brand's reach and resonance. Hosted on Acast. See acast.com/privacy for more information.

Dive into the AI Frontier: Join AI enthusiasts and industry leaders as they unravel the intricate relationship between artificial intelligence, creativity, and human behaviour. Explore unique insights on AI's impact, potential, and the ethical quandaries it presents. Perfect for those keen to understand AI's evolving role in our world.Special thanks to our panel:Nataliya Tkachenko - Generative AI Ethics & ESG Data Expert - Alan Turing Institute, University of Oxford, University of Cambridge.Maz Nadjm - TCS Interactive Global Social Media Practice Head Nick Mason, CEO and Founder at Turtl.Giorgia Guantario - Content Director - UpslideChris Zacharia, Copywriter and Content Strategist Hosted on Acast. See acast.com/privacy for more information.

In this episode, we dive into the complexities of the 'always-on' strategy in B2B marketing. Join us as we host a panel of industry experts, who offer their insights into the advantages, challenges, and subtleties of employing this approach. Together, we explore topics ranging from the creation of initial awareness and the strategic blend of organic and paid efforts to potential pitfalls and synergies with other techniques. This conversation provides a broad understanding of how an 'always-on' strategy fits into a marketing landscape where audience comprehension and alignment with their interests are key. Whether you're a seasoned marketer or just starting out in the field, this episode offers invaluable guidance to navigate the intricate pathways of contemporary marketing. Tune in for a dynamic, enlightening discussion.Special thanks to our guests:- Dani Hernandez, Senior Paid Social Manager at Merkle B2B.- Duarte Garrido, Global Head of Social and Omnichannel at Standard Chartered Bank.- Amr Shafik, Digital Media Director at Paramount-Media.- Simon Mitchell, Marketing Director at Korn Ferry.- Matthew Soakell, Paid Media Marketing Manager at YouGov.- Fernando Gonzales, Performance B2B Marketing Specialist at Preqin. Hosted on Acast. See acast.com/privacy for more information.

Welcome to a brand-new episode where we're diving deep into the rapidly shifting landscape of content marketing. Influenced by emerging technologies, ever-changing user behaviour, and novel consumption platforms, the B2B content strategy field is in flux. To explore these exciting transformations, we've brought together a stellar panel of industry experts:Niall SullivanMahfuzul HasanTom WestJed MisaA special thanks to our participants for their time and insights as we discuss the tools, techniques, and philosophies shaping modern B2B content strategies. Join us for an engaging and informative dialogue that promises to leave you with valuable takeaways for your content marketing journey.Tune in now, and let's start building your understanding of the modern B2B content strategy landscape! Hosted on Acast. See acast.com/privacy for more information.

Dive into the complex and rapidly evolving world of AdTech in this podcast episode. Our exploration begins with the sector's investment allure, centred on its immense value and the transformative influence of AI. Next, we grapple with the industry challenges; data privacy considerations, the declining efficacy of third-party cookies and the limitations of AI tools. Finally, it charts the exciting new trends redefining the sector's future, including product-led growth and the ascendancy of immersive experiences. A special thank you to our expert guests Sanja Partalo, Mike Kelly, Helena Haykin, Rich Ashton, Ashley Abrahams and Filippo Chisari for their invaluable insights. Harnessing their knowledge, this podcast serves as a guide to the constantly shifting landscape of Ad Tech. Join us on this journey, and don't miss out on these fascinating conversations! Hosted on Acast. See acast.com/privacy for more information.

As we navigate the ever-evolving landscape of B2B marketing, the significance of social media platforms and their effective utilisation continues to gain momentum. The digital realm is not only transforming the ways businesses engage with their audience but also reshaping the conventional dynamics of trust-building, content creation, and brand promotion. This podcast delves into the varied perspectives of industry experts on the future of B2B social media, dissecting integral aspects such as employee advocacy, influencer engagement, and innovative LinkedIn strategies. Hosted on Acast. See acast.com/privacy for more information.

In this episode, we dive into a range of topics, from the role of Artificial Intelligence and the value of traditional advertising to the potential of gaming and the importance of understanding your audience. Their experiences and viewpoints provide a pragmatic lens into the dynamic landscape of B2B marketing. This report offers valuable insights for marketers and business professionals navigating and thriving in this ever-evolving space. Hosted on Acast. See acast.com/privacy for more information.

During this virtual round table, we host a group of experts to pull apart the ever-changing world of customer interaction in the digital era. Based on their experience, they examine the blending boundaries in marketing roles and the consequent impact on customer engagement strategies. Interestingly, central to their discussion is the idea of non-linear customer engagement. From content creation to community building - all strategies interlink with this key idea. It's all about acknowledging that sealing deals should march in step with understanding their clients' needs through non-linear, dynamic, and personalised tactics. Hosted on Acast. See acast.com/privacy for more information.

We recently sat down with Alex Blakeway, Sales Director at The Access Group, to discuss the importance of first-party intent data.Most B2B marketers we have spoken to consider first-party intent data to be critical to directing sales activity. They offer valuable insights into customer behaviour, interests, and preferences. According to Alex, "customers are looking for solutions to their problems. By understanding their needs and providing them with useful content, you can build trust, and attract new customers". He recommends the book They Ask, You Answer (Sheridan, 2017), as a guide for good quality content. He added, "In the digital world, there are no b2b and b2c; we all do the research if we're buying a software platform, a car or a dishwasher".Listen to this podcast to discover the challenges of understanding intent data. Thanks, Alex, for your collaboration. Hosted on Acast. See acast.com/privacy for more information.

During our conversation with a panel of marketing experts, we explored the power of emotional marketing strategies in B2B campaigns. We delved into the benefits of employee advocacy and the potential of individuals taking on dual roles as both consumers and business representatives to promote products within their social circles. Our discussion also covered the significance of integrating multiple platforms to optimise marketing efforts and the impact of AI on the future of digital marketing.Thank you to the panel for your collaboration:Agustina Caprino, Digital Marketing Senior Lead at BCG.Cheryl Jadav, Senior Media Associate at Bain & Company.Keyari Page, Content Producer at ICIS.Ying Wang, Digital Marketing Manager at Vodafone. Hosted on Acast. See acast.com/privacy for more information.

The landscape of B2B marketing is evolving rapidly, with multiple factors influencing its growth and direction, such as demand forces and brand investment. In this episode, we explore various perspectives and insights from experts, such as the convergence of B2B and B2C marketing trends, the role of technology, and the importance of building long-term relationships. We also delve into the challenges and opportunities B2B marketers face, adapting to AI, and addressing the click culture in digital advertising. By understanding these factors, businesses and marketers can gain insights to navigate the changing B2B marketing landscape and harness its potential for growth and success. Read the full report here.Thank you, Chris Murray and Alex Bacon, for your contribution. Hosted on Acast. See acast.com/privacy for more information.