In the third and final episode of our series exploring the fusion of luxury and B2B marketing principles, we delve into how these sectors can inspire one another towards innovative strategies for engagement and growth. This episode, hosted by Tom Gatten, CEO of Adzact, features insights from Jennifer Johnson of Deel, Kathryn Strachan of Copy House, Sonia Hobbs, with her extensive experience in automotive luxury marketing, and Colm O’Shea, a former strategic advisor to luxury companies. Our panellists uncover the rapid increase in B2B digital marketing spending, the challenges of targeting niche audiences, and the importance of creating personalized customer experiences for building trust and nurturing long-term relationships. They also discuss the roles of brand advocates and empathetic marketing in connecting deeply with customers.

Tune in to discover actionable strategies for elevating your B2B marketing by integrating the bespoke, customer-centric approaches of luxury branding.

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In the second episode of our thought-provoking series on the intersection of luxury and B2B marketing, we continue to explore how B2B brands can leverage luxury marketing principles to foster deeper relationships and drive sustainable growth.

Dive into discussions about the evolving B2B and luxury buyer demographics, with a special focus on the increasing role of women in decision-making positions and how this shift impacts messaging and brand experiences. Our guests share insights into the significance of values like sustainability and personalisation in crafting engaging brand narratives and bespoke customer experiences.

Learn about the importance of community, status, and shared values in building brand affinity, and how long-term brand building through heritage and consistent strategic narratives can enhance your brand's resonance.

Whether you're interested in understanding how to align your brand with your audience's evolving values or looking to create exclusive, memorable experiences that set your brand apart, this episode is filled with rich insights and strategies. Join us for another enriching session that bridges the gap between luxury's emotional journey and B2B's strategic ambitions, offering actionable insights for marketers looking to elevate their brand's impact and loyalty.

Featuring insights from:

• Sonia Hobbs, Former Head of Marketing at Harwoods Group
• Paul Monteith, VP Demand Generation at User Centric
• Sam Kendall, Digital Marketing Manager at Beyond Encryption
• Andrew Davies, CMO at Paddle
• Chris Davies, EMEA Growth Director at Wunderman Thompson

*This is the second episode in our series diving into Luxury and B2B Marketing.

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Can B2B brands take cues from the luxury industry in building long-term relationships with their customers? This insightful discussion features experts from both luxury marketing and B2B marketing fields, delving into the surprising similarities between their domains.

During this conversation, leaders will cover topics such as using data to truly understand buyers, building emotional connections with your brand beyond just transactions, and balancing short-term metrics with long-term brand building. You'll also get to hear about strategies for identifying and engaging with elite audiences over extended sales cycles, consistent customer experiences, personalized nurture campaigns, and the latest technologies like generative AI.

Whether you're selling luxury yachts or high-end software systems, there are valuable lessons to be learned about developing relationships and trust that lead to customer loyalty. Tune in for an intriguing cross-industry conversation packed with actionable insights.

Thanks to the participants for their contribution:

• Shelagh McManus, Senior Director, Marketing - International at Brightcove
• Claire Pitman-Massie, VP of Marketing and Demand Generation at ForgeRock
• Ben Bulpett, Senior Director Global Field and Partner Marketing at Algolia
• Chris Willman, Marketing Director at Commvault
• Charles Stephenson, Insurance Partner at Burgess
• Chris Davies, EMEA Growth Director at Wunderman Thompson
• Alex Blakeway, Managing Partner at Venezia Capital

*This is the first episode of a series of three discussions about Luxury and B2B Marketing.

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A big thank you to the panellist:

• Albert De Lisio, Marketing Automation Specialist at Nasdaq
• Luke Pheasey, Head of Marketing UKI & NEMEA at Staffbase
• Jemma Devenish, Social and Corporate Communication at IFS
• Shazna Virmani, Senior Marketing Manager - Field Marketing at Veeva Systems

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This episode provides key insights on B2B content strategy, including data-driven storytelling, leveraging AI with human oversight, adapting to search algorithms, B2B social platform innovation, overcoming content challenges, and coordination. The guests on the podcast discussed these topics and emphasized the importance of understanding user journeys, maintaining cohesive narratives, and filling buying journeys with consistent content. They also discussed the lack of innovation in B2B platforms and the transformative role of generative AI in automating content creation. Personalization and segmentation were highlighted as crucial for effective content marketing.

The podcast guests sharing their perspectives were:

• Matt Churchill, Social Media & Content Manager at AVEVA. AVEVA provides software for designing and operating infrastructure assets.
• James Ricketts, Content Manager at Foodtitude, a contract catering company serving office canteens in London.
• Will Bodansky, Head of Demand Generation at Virtual Internships, an edtech startup offering remote internships to students.
• Adrian Hobbs, VP of Customer Success at Adzact, a B2B digital advertising platform.

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Discover key insights on thought leadership in B2B marketing from industry experts at Deel and Carbon Black. Learn about the principles of effective thought leadership, challenges in adapting strategies, and the importance of utilizing internal data. Find out how impactful thought leadership can leave a lasting impression through captivating storytelling.

In today's episode:

Jennifer Johnson, Head of Marketing UK and Ireland at Deel. Responsible for brand building and lead generation in the region.

James Alliband, Head of Marketing across EMEA for cybersecurity company Carbon Black. He aims to elevate the brand and share its perspective to differentiate it in the market.

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This episode shares insights from digital marketing experts in various industries on strategies and challenges in leveraging platforms like LinkedIn, Meta, and Programmatic for B2B marketing. Key takeaways included the need for precise targeting, balancing brand and lead gen, multi-channel optimization, and solving attribution issues given long sales cycles. Perspectives highlighted contextual differences across verticals and buying groups, emphasizing the need to tailor approaches to thrive amidst rapidly evolving martech.

thanks to panellists James Palmer, Luke Rose-Smith, and Charles Oben

Read the full report here.

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In this episode, we bring together top growth marketing experts to explore the dynamic and challenging world of lead nurturing and marketing funnel optimization in the B2B sector. Our guests include Tejal Tailor from MHR, Ali Fakhar from Geeks, and Cory Johnson from Synthesia. They share their expert insights on how to effectively engage and nurture leads in today's complex marketing landscape.

Key themes discussed in this episode:

• Tailoring Nurture Strategies: Understand the importance of customizing nurturing strategies to fit the unique preferences and demographics of different audiences.

• Nonlinear Journey Engagement: Discover the benefits of engaging prospects through flexible, nonlinear journeys instead of traditional sequenced campaigns.

• Utilizing Diverse Platforms: Learn about leveraging various platforms, both owned and external, for effective prospect nurturing.

• Strategic Partnerships: Uncover how strategic partnerships can enhance the credibility and reach of your marketing efforts.

• Continuous Experimentation: Delve into the necessity of continuous testing and optimization in your marketing strategies.

• Sales & Marketing Synergy: Explore the critical role of aligning sales and marketing efforts through deep customer insights.

Join us as we delve into these topics, offering valuable insights and strategies to enhance your B2B marketing efforts.

Episode Timestamps

[10:14] Continuous Experimentation and Optimization

[10:41] Tailoring Nurture Strategies to Audience Demographics and Preferences

[19:33] Partnering for Increased Credibility and Reach

[29:33] Aligning Sales and Marketing through Customer Insights

[35:01] Leveraging Diverse Platforms and Communities

[44:34] Driving Nurture through “Messy” Nonlinear Journeys

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Aligning Sales and Marketing in B2B

Explore the integration of sales and marketing efforts in the B2B landscape in this episode of The Future of B2B Marketing podcast. Our panel of experts discusses practical strategies for improving collaboration between these traditionally separate departments.

Our Guests:

• Ali Hussain, Senior Vice President of Strategy at The Marketing Practice, examines the challenges of aligning different departmental metrics and introduces the four 'Rs' as a potential common ground.
• Emanuela Mathieu, Senior Digital Marketing Manager at Forgerock, talks about the effectiveness of the 'pod' structure for teamwork and the necessity for mutual understanding and communication.

Read the report here: https://bit.ly/47neHn1

Time notes:

Aligning Sales and Marketing: Insights from B2B Leaders

Executive Summary

[00:00 - 00:42]

Introducing the Experts

[00:42 - 01:39]

Key Insights on Alignment

Adopting a "pod" structure to encourage cross-functional teamwork

[02:06]

Recognizing misaligned metrics and incentives as roadblocks

[24:04]

Fostering empathy and two-way communication between departments

[35:18]

Valuing creative ideas but grounding them in data and strategy

[37:38]

Committing to ongoing education and transparency

[48:13]

The Way Forward

[49:51 - 50:00]

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Evolving Nurture Strategies

Join Claire Pitman-Massie (Vice President of Marketing at ForgeRock) and Hannah Maltby (Global Head of Campaigns and ABM at RedGate Software) as they explore key trends in the B2B marketing landscape, specifically focusing on the evolution of nurturing strategies.

Key Themes:

• Lessons from B2C Marketing [02:31 - 03:31]
• Emotional, Outcome-Driven Nurturing [09:14 - 10:27]
• Omnichannel, Nonlinear Nurturing [19:42 - 20:10]
• Integrating Sales for Continuous Nurturing [21:12 - 22:59]
• Getting Personal [44:22 - 47:50]
• From 'Nurture' to 'Smart Nurture' [35:55 - 37:46]

Read a full report: here

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