Addleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
Convincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
Inglis joined Sage in 2022 after a decade-long stint at John Lewis.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
Forging a close bond with finance will be key if B2B brands are to weather the economic storm and come out fighting.
‘The B2B Marketer’s Best Friend’ series, supported by The Marketing Practice, will investigate how the relationships B2B marketers’ business units such as sales, finance and technology are evolving and where they need to change.
Marketing leaders from B2B businesses say the drive to humanise and connect with audiences is of paramount importance in today’s climate.
Spirax Sarco shifted its positioning three years ago to put its sustainability credentials at the heart of its messaging. Its top marketer explains how investing in its brand has strengthened its offer.
A complete overhaul of its brand architecture is just one of the ways RS Group is embracing the new role that marketing has to play in the B2B business.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
Research from LinkedIn’s B2B Institute and Warc suggests showing a “promise to the customer” could be revolutionary for B2B brands looking to increase their brand marketing spend.
Zendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Despite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.