B2B Marketing Needs Don Draper

Isobel Sita-Lumsden is the Head of B2B Marketing Europe at TikTok. Prior to this, she held senior roles at Time inc, AOL and Verizon Media. 

Isobel is a creative and strategic marketer, passionate about big media brands and driving business growth.

TikTok is the leading destination for short-form mobile video, whose mission is to inspire creativity and bring joy.

We discuss:

1. How TikTok helps B2B businesses achieve their marketing goals 
2. What B2B brands should know about TikTok audiences
3. Why B2B marketers undervalue the importance of creativity
4. The role of humour in TikTok’s B2B Marketing

Shane Mansfield is the Marketing Director at Just Eat for Business

He’s an all-around experienced marketer, having worked in both B2B and B2C environments, clientside and agency. Just Eat for Business offers a huge variety of great-tasting and quality food, all through a single account.

We talk about:

1. Which parts of “Just Eat” are carried across to a B2B audience
2. What media is best for sales activation and brand building
3. How to balance brand-building with driving demand
4. The process of rebranding and selling to senior stakeholders

Richard Parsons, Co-Founder and Martin Harrison, Strategy Director at true. We catch them fresh from the excitement of Cannes 2022, which finished the week before last. 

We thought it’d only be right to bring them back on the show to talk about what they’ve learned so far from the event, which has been something of a landmark since it’s the first time there’s been an award for B2B creativity. 

We discuss:

1. Why this year's Cannes Lions was so important for B2B marketing
2. What work got recognition at Cannes this year
3. Advertising vs product extension vs business models
4. The focus on work around social purpose

Miriam Faber is the UK Head of Business Marketing at Facebook by Meta

Miriam has worked in B2B strategic marketing roles for 17 years, delivering award-winning content for agencies such as M&C Saatchi, Adjust Your Set and Oliver Agency, before moving to Meta.

She helps people understand how Meta can help build communities and drive business growth. Miriam is also a strong leader in driving Diversity & Inclusion within Meta and sits within the trade body of D&I boards at the IAB and ISBA.

We talk about:

1. The best strategies to drive long-term growth for B2B brands
2. What separates great ads from average ones
3. When to start thinking about brand management
4. What the Metaverse actually is and the implications for brands

David Tiltman is the SVP of Content for WARC. They provide the latest evidence, expertise and guidance to make marketers more effective. Their clients include the world's largest advertising and media agencies, research companies, universities and advertisers. 

WARC features advertising case studies and best practices from more than 50 respected industry sources, including Cannes Lions, The IPA and the DMA.

We discuss:

1. Why now is a great time to be in B2B marketing
2. The B2B effectiveness Ladder - Explained
3. How to move up the B2B Effectiveness Ladder
4. A scientific approach to B2B marketing

James McCarthy is the Director of Product Marketing at Similarweb. Now a public company and a 'unicorn', James leads the positioning and messaging across their products to market. 

Prior to Similarweb, James was CMO at Exonar and held senior roles at Microsoft across both B2B and B2C products. 

We discuss:

1. The benefits and drawbacks of hyper-targeting
2. When to invest in above the line advertising
3. How the best B2B brands tell compelling stories full of emotion
4. How Similarweb budgets towards brand building vs sales activation

Max Kahn is the Head of Growth for SAP.IO.

Max is helping to scale SAP's start-up partner ecosystem, make connections between start-ups and enterprise customers, and expand into new markets across the Americas, Europe, Middle East, and Asia. 

We talk about:

1. The role of design and creativity within brand growth
2. When to focus on brand building vs demand gen
3. Staying true to brand while showing innovation and difference
4. How to effectively communicate brand purpose

Ben Rhodes worked as Group Marketing Director at Royal Mail and Vice President, Head of Brand Marketing & Sponsorship at Mastercard, and is now the Group Brand Director at Phoenix Group, the largest long-term savings and retirement business in the UK. 

We discuss:

1. The best way to drive long-term growth in B2B businesses
2. His approach to growing B2B business for Royal Mail
3. How to keep a team at the sharp end of creativity
4. Creating an environment that performs today and creates the future

Jazz Berry is the Senior B2B Marketing manager at Deliveroo for Work, which is a 'creative food solution for every area of your business'.

Her most recent achievements include rebranding two different businesses within 12 months. She now heads up the marketing of Deliveroo’s corporate offering; Deliveroo for Work in 10 markets. 

We discuss:

1. The size and scale of the B2B side of Deliveroo
2. Communicating a B2B proposition with a ubiquitous consumer brand
3. The framework for successfully rebranding a B2B business
4. Using advertising to grow existing customers - and win new ones

Cos Mingides & Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.