Business decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
Financial tech business Sage is refreshing its brand with a new look and its first purpose statement, as well as new customer propositions to bring the refresh “to life”.
Former Hiscox marketing boss Annabel Venner urges B2B marketers who want to sell creativity into the business to start by counting the small wins and building a sense of confidence.
There’s plentiful research to show buyers don’t make purchases logically, yet B2B marketers still try to make sales largely based on product features.
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.
Supporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
We arm you with all the numbers you need to tackle the week ahead.
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.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
