In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
It may have only existed for 20 years but the TCS marketing department has changed the business’s approach to brand building for the better – and added billions of dollars of value to the brand.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
B2B brands have been slow on the uptake when it comes to using influencer marketing strategies. But with the trend increasing knowing the watchouts and determining the potential of B2B influencers is key.
With brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
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.
After the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.
Encouraging employers to look past a criminal record, LinkedIn’s mentoring programme offered eight young offenders the chance to launch their own streetwear brand.
The boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
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.