With research suggesting B2B marketing is becoming more difficult in the context of Covid, is it time for brands to embrace risk and be bold?
There is not much optimism among B2B marketers at the moment as they struggle to engage audiences and standout from their competitors, while being frustrated by tightening budgets.
While sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.
Transforming the perception of marketing in a B2B brand is “not for the faint hearted”, says UBS Asset Management’s Anouschka Elliott, but an unwavering belief in marketing’s value makes a big difference.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.