B2b Marketing Podcast

In this week’s episode, David Rowlands, editor for B2B Marketing, spoke with Kate Doyle, senior marketing manager at Adobe to talk about email nurturing programmes. She shared how to identify valuable leads, how to improve conversations throughout the funnel and how to make nurture a part of your overall marketing strategy. She also touched upon why marketers need to get more creative and take more risks to stand out with hyper-personalisation. To watch the full webinar, you can register and watch it here:https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&partnerref=webinarpage&eventid=3301571&sessionid=1&key=63674137CEE2D3206C39BBCEC349272F®Tag=&V2=false&sourcepage=register You can also see our upcoming webinars here: https://www.b2bmarketing.net/en-gb/webinar-programme

In this week's episode, David Rowlands, editor for B2B Marketing, spoke with Gary Hurry, international marketing director, about the last 18 months at IRI. They discussed how IRI transformed with buyer personas and target markets, how messaging and engagement changed, and how to grow your business at an international level. Gary also shared the biggest challenges that lie ahead for IRI in the next 12 months. With that in mind, he also touched on how IRI is going to be using Propolis in the future! If you too want to join Propolis, you can check it out here: https://www.b2bmarketing.net/en-gb/propolis-homepage

In this week’s episode, David Rowlands, editor at B2B Marketing, spoke with managing director, marketing for consumer industries, Accenture, Joseph Taiano about inclusion and diversity initiatives in B2B marketing. They dived into the difference between inclusion and diversity, what an audit committee is, and why marketers should care about diversity from a business perspective. Joe also shares his personal experience in the B2B sector as LGBTQ+ member and gives tips on how he likes to bring it up to his colleagues. To hear more about inclusion and diversity, you can check out his Keynote session at Ignite USA here! https://vimeo.com/559144729 You can also DM him on LinkedIn: https://www.linkedin.com/in/joe-taiano/

In this week's episode, David Rowlands, editor at B2B Marketing, spoke with Tony Riley, president of The Mx Group and Sam Crocker, managing partner at Bray Leino. They discuss how their global partnership came to be, how to improve global messaging on a strategic level and how to be more intentional with your agency ecosystem. For more insights, you can check out our exclusive interview with Sam right before Ignite London here: https://www.b2bmarketing.net/en-gb/resources/articles/creating-more-effective-global-campaigns-sam-crocker If you have any other questions or comments, you can also connect with Sam and Tony on LinkedIn: Tony here: https://www.linkedin.com/in/riley1/ Sam: https://www.linkedin.com/in/sacrocker/

This year, utilising Zapnito’s technology, B2B Marketing launched Propolis – our community for B2B marketers to share problems, insights and learn best practices. In this week's episode, David Rowlands, B2B Marketing Editor, sat down with Charles Thiede, CEO and founder of SaaS platform, Zapnito to discuss what makes good marketing. They also discuss how community marketing can contribute towards customer acquisition and growth, as well as how marketers can make their platforms stand out with so many channels in today's day and age. You can DM Charles on LinkedIn to find out more here: https://www.linkedin.com/in/charlesthiede/?originalSubdomain=uk You can also check out our own community hub, Propolis. Here at our community platform Propolis, we offer expert advice in eight different unique topics we call "hives": https://www.b2bmarketing.net/en-gb/propolis-homepage

In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with Brian Beck to discuss all things ecommerce. They delve into product selling, how ecommerce was impacted by the pandemic, best ecommerce practices, and why transparency in the buying process is critical. They also talk about why the dreaded ‘abandoned cart’ for your product might actually be a good thing for sellers. Stick around until the end where Brian also breaks down where to start if marketers see a real opportunity for ecommerce. To learn more about ecommerce, you can check out one of our features here: https://www.b2bmarketing.net/en-gb/resources/features/has-b2b-ecommerce-finally-come-age Or you can DM Brian on Twitter @beckecommerce :https://twitter.com/beckecommerce?lang=en

In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with brand, marketing and business development director of Grant Thornton. They talk about how branding was impacted by Covid-19, what marketing tactics are damaging for brands, and where Lucy sees Grant Thornton going in the ‘new normal’ era. Be sure to listen until the end as Lucy explains why it’s so critical to cultivate your brand and some top tips to achieving this. If you liked this episode, you can DM Lucy @lucyjane2008:https://twitter.com/lucyjane2008?lang=en Or you can check out Grant Thornton's case study when they nabbed the award for 'Marketing team of the year': https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-find-out-how-grant-thornton-won-marketing-team-year

80% percent of the sales cycle now takes place in digital or remote settings, according to industry analysts. This means marketing needs to move buyers further down the funnel. In this week's episode, editor for B2B Marketing David Rowlands spoke with Leslie Talbot, senior VP of Strategic marketing programmes at Corporate Visions, about four science-backed skills that marketers need to become memorable enough to influence buying decisions. This skills included messaging, content, visuals and storytelling. To download the full webinar, check it out here: https://www.brighttalk.com/webcast/452/478310 In addition, if you'd like to check out anymore of our webinars, check them out here on our website: https://www.b2bmarketing.net/en-gb/webinar-programme

In this week's episode of our podcast, Editor for B2B Marketing David Rowlands talked to Barbara Stewart, Propolis Hive Expert in Customer Experience about customer success. In our 2021 Trend Tracker, customer success – a new entry – came second place overall, just after growth marketing. They dive into why customer success landed second on our list, the benefits of implementing customer success within your company, and how marketers can start humanising the customer experience. If you want to find out more about customer experience, you can check out our community hub Propolis here: https://www.b2bmarketing.net/en-gb/propolis-homepage You can also get in touch with Barbara by sending her a message here: https://www.linkedin.com/in/barbara-stewart-736b557/?originalSubdomain=uk

Martech is great, but a lack of time and resources to use these technologies in the optimum way is a common challenge. So why is marketing operations important in the first place? This week's episode features our very own Propolis Hive Expert in Marketing Operations, Karla Wentworth. Editor for B2B Marketing David Rowlands sat down with Karla to find out why implementing marketing operations is essential in B2B marketing, how to tap into its full potential, and what the first steps are to approaching marketing operations. Want to learn more about marketing operations? Find out more at our community hub, Propolis, where you can find out more about strategy and processes, martech, marketing automation and CRM: https://www.b2bmarketing.net/en-gb/propolis-homepage You can get in touch with Karla on Twitter @karlawentworth: https://twitter.com/karlawentworth?lang=en

The Marketing Practice has secured investment from Horizon Capital to build on its strengths in ABM and demand generation and deepen its expertise in technology and data. In this week's episode, Editor for B2B Marketing David Rowlands spoke with Matt Harper, CEO at TMP about what this means for TMP as well as why B2B is attracting so much investment as of late. TMP was also ranked seventh in our Top 10 fastest growing agencies list, seventh in our Top 10 rising stars, and sixth in our Top 10 international agencies in our US Agencies Benchmarking Report. You can check it out here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2021 If you'd like to learn more, you can follow Matt on Twitter @MattDHarper

In this week's episode, B2B Marketing editor-in-chief Joel Harrison spoke with Susanna Kempe, Chair at B2B Marketing; Ashley Friedlein CEO & Founder at Guild; and Zoe Merchant, managing director at Bright, about digital communities in 2021. Are they really the future? They've certainly come a long way since LinkedIn groups. Well, they dive into how digital communities are relevant in B2B, how to gear your skills around them, and how the buyer behavior is pushing for communities to become a popular engagement channel. To learn more, check out the video version of this webinar: https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&referrer=https%3A%2F%2Fwww.b2bmarketing.net%2F&eventid=2973838&sessionid=1&key=BFDAA50056CC173B34C27B2CC2D5C7CC®Tag=&V2=false&sourcepage=register For more webinars, check out our programme here: https://www.b2bmarketing.net/en-gb/webinar-programme

Covid-19 has changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making buyers harder to reach than ever. In this week's episode, editor-in-chief Joel Harrison hosted a three-panelist discussion which included expertise from Gabriela Warren, senior director in marketing at Highspot; Tim Hughes, CEO and founder of DLA Ignite; and Barry Richards, strategy and planning director at Transmission. Here, they discuss changes that need to be made such as how to approach content needs, what needs to happen between sales and marketing and how marketing can assist in final stage negotiations. If you'd like to check out our other webinars, click here: https://www.b2bmarketing.net/en-gb/webinar-programme

With growth marketing being the #1 focus on this year’s 2021 Trend Tracker, this week’s episode features Scott Vaughan, chief growth officer at Integrate. Editor for B2B Marketing David Rowlands sat down with Scott to talk about what growth marketing is, what a chief growth officer does and how marketers can make growth central to what they do. If you want to learn more, feel free to tweet Scott @ScottAVaughan Also, to learn more about what’s trending in B2B marketing, check out our 2021 Trend Tracker: https://www.b2bmarketing.net/en-gb/resources/features/2021-b2b-marketing-trend-tracker-b2b-mind

Need some tips on creating a more cohesive and high-performing team? In this week's episode, editor in chief for B2B Marketing, Joel Harrison, sat down with PwC's director of marketing and brand Maria Jennings to discuss their win for 'Marketing team of the year' at our most recent B2B Marketing Awards in November. They break down how PwC handled Covid-19, some top tips to managing a strong team virtually, and their reactions to winning the coveted award. To do a deep dive of PwC's win, check out its case study here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/award-case-study-find-out-how-pwc-managed-win-marketing-team-year In addition, this episode is dedicated to Jack Ryan, senior digital marketing manager, and friend to many at PwC, who very sadly passed away in January.

In this week's episode, Editor-in-chief for B2B Marketing Joel Harrison spoke with chairperson and chair client officer at Stein IAS and chairman for MSQ, Tom Stein. They discussed how Stein IAS has grown in the B2B sector globally, what MSQ B2B is currently offering, the client and agency relationship, and future ambitions for agencies moving forward. To top that off, Stein IAS recently won an award for 'Martech agency of the year' so check out their achievements here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-stein-ias-won-martech-agency-year Also, give them a shout on Twitter @SteinIAS

In this week's episode, we sat down with another award-winning campaign by Really B2B. Here, Editor for B2B Marketing David Rowlands spoke with Kristina Haddrell, group account director for Really B2B about their brilliant sales focused campaign for M&S, which scored them three Golds including: 'Most commercially successful campaign', 'Best corporate decision-maker-targeted campaign' and 'Best lead generation or nurturing campaign' at the B2B Marketing Awards last November. To find out more about the groundbreaking case study, check it out here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-really-b2bs-campaign-ms-corporate-gifts-wins-gold-three

In this week's episode, Editor for B2B Marketing David Rowlands spoke with Charlie Nicholson, head of planning at Really B2B, about the campaign's success. They dive into their key objectives, metrics and some overall learnings for Really B2B to take moving forward. The campaign managed to rack in three awards for 'Best multichannel campaign', 'Best use of direct mail' and 'Best use of customer insight' at the B2B Marketing Awards last year. Check out our podcast page here to find out more about the case study: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-really-b2bs-campaign-kettyle-irish-foods-part

In this week's episode, Editor in chief for B2B Marketing Joel Harrison discussed how marketing operation leaders can optimise and better their strategy in 2021. Martech has never been more critical to successful B2B marketing. But at the same time, the proliferation of platforms, the speed of channel evolution and ever-rising buyer expectations, means this success has never been harder to orchestrate. In this webinar, we broke down: - When does marketing ops become an essential part of your marketing team? - How you succeed as a marketing ops practitioner or leader? - How do you scale your marketing ops resource? - What are the alternatives to an internal marketing ops function? - What’s the future trajectory for marketing ops, and how to you prepare for it? This webinar was originally recorded February 18, 2021.

The Octopus Group has been acquired by the Publicis Groupe UK, and we're here to talk about it! In this week's episode, B2B Marketing's editor in chief Joel Harrison spoke with Jon Lonsdale, CEO of the Octopus Group to talk about its most recent news! Octopus Group will join Publicis Groupe UK’s existing B2B specialists to bring strategic, creative, technology and commercial experience to clients and B2B brands. Jon broke down why the timing was right for both Publicis and Octopus Group, some findings he's learned along the way and what this acquisition means for Octopus Group moving forward. To learn more about the Octopus Group, you can follow Jon @JonLon