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B2B Marketing Podcast

B2B Marketing

The essential resource for B2B marketers.

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00:30:22

Episode 142: How BT successfully transformed into a...

B2B Marketing Podcast ·

2024/04/04

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

00:28:06

Episode 141: Rebranding at scale: How Dayforce put...

B2B Marketing Podcast ·

2024/03/22

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.

00:21:03

Episode 140: Why global alignment is key to an...

B2B Marketing Podcast ·

2024/03/15

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

00:28:41

Episode 139: The 2024 Trend Tracker: Learn what your...

B2B Marketing Podcast ·

2024/03/12

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

00:33:51

Episode 138: A CXO’s guide to the four seismic shifts...

B2B Marketing Podcast ·

2024/03/08

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.

00:21:33

Episode 137: How to visually make your brand stand...

B2B Marketing Podcast ·

2024/03/06

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

00:29:28

Episode 136: Why you need to consider these risks...

B2B Marketing Podcast ·

2024/03/01

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

00:27:26

Episode 135: Inside an award-winning diversity campaign

B2B Marketing Podcast ·

2024/02/28

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

00:36:33

Episode 134: How to sell a B2B agency with Andrea Glenn

B2B Marketing Podcast ·

2024/02/26

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

00:24:39

Episode 133: Sophie Bowkett talks through Bird &...

B2B Marketing Podcast ·

2024/02/22

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

00:21:56

Episode 132: How to create an award-winning...

B2B Marketing Podcast ·

2024/02/19

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

00:18:08

Episode 131: The benefits of a project management...

B2B Marketing Podcast ·

2024/02/13

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

00:21:44

Episode 130: How Revere won ‘Best channel marketing...

B2B Marketing Podcast ·

2024/02/06

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

00:21:06

Episode 129: The untapped growth potential of channel...

B2B Marketing Podcast ·

2024/02/02

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

00:18:33

Episode 128: Empathy, creativity, and gold-worthy...

B2B Marketing Podcast ·

2024/01/18

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

00:24:51

Episode 127: How to build and retain high performing...

B2B Marketing Podcast ·

2023/12/15

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

00:33:55

Episode 126: How Sarah Sutton won 'B2B marketer of...

B2B Marketing Podcast ·

2023/12/01

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

00:31:31

Episode 125: The state of flexible working with The...

B2B Marketing Podcast ·

2023/11/03

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

00:35:18

Episode 124: The world of influencer marketing in B2B...

B2B Marketing Podcast ·

2023/10/27

Influencer marketing can be a foreign concept in the world of B2B. In this week’s episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global Head of Influence at Ogilvy, Rahul Titus to discuss how B2B brands are utilising influencer marketing from a business to human perspective. They talk about the potential challenges of working with influencers, from finding the right people to represent your brand to checking their social media background and the risk factors that

00:33:56

Episode 123: The evolution of ABM with Global ABX...

B2B Marketing Podcast ·

2023/10/25

In this latest episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global ABX Director of Henkel Ryan Almond to discuss the evolution of ABM and if there is a fundamental difference between ABM and ABX. They also delve into everything from how AI is seeping into ABM from a content and analytics perspective to where sales is going with its relationship to marketing. Plus, Ryan shares the key attributes to the ideal ABMer. If you want to hear more about the ABM journey

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