B2b Marketing Podcast

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 campai

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'.

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

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/

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

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

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.

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 come into play. Rahul also suggests using employee advocacy to your advantage but in the right way; after all – who better to talk about your brand than the people working for your brand? Stay tuned and find out how to measure influencer marketing, what KPIs to set and much more.

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 at Henkel, check Ryan’s session at the B2B Marketing Global ABM Conference and book your tickets here: https://b2bmarketing.swoogo.com/abmglobalconference

In this episode of The B2B Marketing Podcast, Editor-in-Chief and Co-Founder of B2B Marketing, Joel Harrison, spoke with Virginia Alvarez, Head of Insight and Effectiveness EMEA at Wunderman Thompson Data about the agency's notion of ‘inspiration’ as something quantifiable, and which brings significant value to a brand. They also discuss Wunderman Thompson’s recent list of 100 of the world’s most inspirational B2B brands.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Doug Bewsher to discuss his background as the former CMO of Salesforce and Skype, as well as his thoughts on how AI could change the marketing game. Doug discusses the current excitement around AI, the impact it will have on building strong brands, and much more.

Making your technology company stand out isn’t always easy, especially when there’s just so many competitors out there. So, how can you make your brand stand out and, at the same time, put your team in the spotlight? For Ewa Johnson, Marketing Director at Ultima, their recent rebrand achieved both. In this episode of The B2B Marketing Podcast, Ewa explained her thinking behind Ultima’s rebrand, and the success it’s seen to date. Learn more about Ultimate here: www.ultima.com

AI, the metaverse… it feels like marketers have an ever growing (and confusing) suite of toys at their disposal to create amazing marketing campaigns in 2023. However, marketing agency Bader Rutter have proven to the world that the key ingredients for a successful campaign are the same as they always were: authenticity and creativity. Their campaign ‘Direct Positive’ recently won Gold for ‘Best purpose-led initiative’ at the B2B Marketing Elevation Awards 2023 in Chicago. So, how did they do it? By creating a 20-minute film using tintype technology for their client, TEMPO. The result? A heartfelt film heralded by a number of film festivals, and which led to tangible business results for the client. In this episode, Sarah Kmet-Hunt, Executive Creative Director, Bader Rutter, tells all.

Why is thought leadership one of my most important weapons during an economic crisis? What does good quality look like? How can I measure its impact? Does it have to belong in the c-suite? Lucy Gillman, Deputy Editor, put all these questions and more to Andrew Mildren, Managing Director, Edelman Business Marketing EMEA. The pair unpack Edelman and LinkedIn’s recent study, The B2B Thought Leadership Impact Report, to uncover the current state of thought leadership in B2B. They dive into how thought leadership can impact changing decision-makers behaviour, where we’re getting it wrong and why less is more. Click here to read the full report: https://www.edelman.co.uk/2022-linkedin-edelman-b2b-thought-leadership-impact-report

Barney O’Kelly, Head of Digital Marketing at AlixPartners, sits down with Head of Content David Rowlands for a deep dive into the world of professional services. The pair unpack the constant requirement of legitimising marketing from proving its value in an ‘over-metricated’ world to sparking excitement and buzz internally. They also touch on setting aside the rational for the emotional, what to zero on when looking for people, and why everything boils down to being a really good marketer. To find out more insight from influential professional services marketers, check out the Trendsetters and Trailblazers report. You’ll unlock a full psychometric analysis of what drives them, what their strengths are, and what has shaped them as leaders. Click here: https://www.b2bmarketing.net/guides/trendsetters-and-trailblazers-2023/

How can you become more agile as a business? Protect your team from burnout? Overcome fear to do more? And do it all without breaking the bank? Quiet hiring. Inspired Marketing Group’s Richard Johnson and Dave Coghlan join Lucy Gillman, Deputy Editor, to challenge the traditional Monday-Friday, 9-5 approach. They dive into how quiet hiring can take your business from run-of-the-mill to rocketship and why it’s time to think outside the norm. To find out more about the Inspired Marketing Group and quiet hiring, click here: https://www.theimgroup.co.uk/

Transmission’s CEO and Founder, Chris Bagnall, joins our very own Joel Harrison to unpack the relationship between CMOs and CFOs and recap the recent Cannes Lions festival. The pair dive into Transmission’s recent research, Closing the CMO-CFO brand value gap in B2B, to explore divided opinions on brand, the alignment issue, and why CFOs aren’t the ‘bad guy’ they’re painted to be. To find out more about the study, click here: https://b2b-marketing.transmissionagency.com/b2b-brand-cmo-cfo-report

In this latest episode of The B2B Marketing Podcast, David Rowlands sat down with marketing consultant Jade Tambini (AKA B2BJade on TikTok) to discuss what Jade calls ‘the marketing gap’ and how to close this - the lack of communication and strategy from directors and the board, which leads to junior and mid-level marketers running around and trying to pick up the pieces. Jade also talks David through the changing buyer, and what this means for modern B2B marketers, as well as why TikTok might not be worth your time until you’ve got the basics down first. If you want to hear more from B2BJade, check out her TikTok here: https://www.tiktok.com/@b2bjade?lang=en