B2B Marketing Needs Don Draper

Steve Vinall is the Director of Global Communications at Rackspace Technology. He articulates and shares the Rackspace story with all audiences. 

Steve leads their PR, AR, Customer Advocacy and Internal Communications teams across EMEA. He is a member of the Global Marketing Senior Leadership Team and is also accountable for Internal Communications globally. 

We discuss:

1. The key parts of the Rackspace story
2. How internal communications have shifted
3. The main tools and channels used to build customer advocacy
4. How Rackspace manages brand building and sales activation
5. The best ways to drive long term growth in B2B marketing
6. How advertising impacts the company's ability to set prices and build B2B brands

Amie Stankiste is responsible for building and executing the global marketing strategy for S&P Global Market Intelligence, now a $2 billion+ business within a highly competitive industry.

Amie leads an award-winning team of 80 marketing professionals focused on driving growth, through generating quality leads and converting them into a sales pipeline.

We discuss:

1. How ESG plays a role in communications and brand building
2. Merging two globally recognised brands
3. Her view on 'Big Impact" campaigns and how they can be used
4. The importance of emotional messaging in FS marketing

Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC. 

She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors and coaches a team of 45 people.

We discuss:

1. How HSBC uses marketing to engage with customers and drive business goals
2. Is it better to increase brand loyalty or increase penetration
3. How the pandemic has impacted customer engagement with financial services
4. The impact advertising has on HSBC's ability to set prices and build brand
5. How to split your budget between lead generation vs longer-term brand building
6. The role sustainability plays in the way HSBC builds their brand
7. How B2B can best harness the power of emotion

Michelle Goodall is the Chief Marketing Officer at Guild, a platform for professional communities and networking. 

She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant.

In previous roles, she’s worked with some of the world’s most recognisable brands including Unilever, the BBC, Viacom, Direct Line and General Mills, to name a few. ​​

We discuss:

1. How Guild successfully grew their user base
2. Creating a community & how it can help B2B brand growth
3. The role of ‘belonging & purpose’ when building a brand
4. Splitting your budget between long term brand building and short term sales activation
5. What’s more important: the idea or the execution

Keith Browning is the Brand Marketing Global Lead at LinkedIn Marketing Solutions.

With over a decade's marketing experience in start-up and blue-chip companies alike, Keith currently leads Brand Marketing globally for LinkedIn’s Marketing Solutions business unit.

He has created stand-out marketing campaigns across the US and Europe for a number of well-known brands across the travel, tech & hospitality sectors.

Keith is a keynote speaker in many areas of Marketing, most notably B2B Marketing and Brand Marketing.

We discuss:

1. Unaided brand awareness - What it is and its strategic value
2. What makes an effective campaign and how to measure success
3. Why LinkedIn invests in TV advertising
4. What makes great B2B advertising
5. How B2B can harness the power of emotion
6. How do the best B2B brand builders use LinkedIn to build their brand

Rosie Guest is the CMO at Apex Group and a member of their Executive Committee.

She’s ​​led and scaled the Group Marketing and Communications function at Apex as it’s grown from a mid-sized asset management provider to an institutional-sized financial services provider. 

She now runs a centralised global team across all functions and sub-brands.

On top of all that, she was also the Winner of 'Disruptor of the Year' at the 2020 Women in Finance Awards.

We discuss:

1. How to get skeptical execs to believe in the power of ‘brand’
2. The role of the brand positioning
3. How to best drive long term growth in B2B financial services marketing
4. Finding the balance between short-term sales activation and long-term brand building
5. Brand loyalty vs increasing market penetration

Susi O’Neill is Head of Brand Content at Kaspersky. She leads global editorial and creative delivery for B2B brand projects for Kaspersky, the world's largest privately-owned cybersecurity firm.

Susi leads multi-disciplinary teams to transform data insight into high performing brand strategy and digital experiences. Her team crafts video, multimedia and thought leadership brand awareness content that turns heads and wins awards. 

We discuss

1. How Kaspersky makes content relevant for all customer bases
2. What Kaspersky's brand strategy 'Bring on the future' means
3. How to make the topic of cyber security engaging & fun to build brand
4. The role of fame & how B2B brands should think about achieving it
5. What makes a successful agency and campaign

Mark Bogaerts is the Director of Brand & Sponsorship for Tata Consultancy Services. TCS is part of the Tata group, India's largest multinational business group. 

Mark is responsible for driving the TCS brand & sponsorship strategy across the UK & Europe and applying a consistent, integrated brand strategy. 

He was also global sponsorship manager for Heineken for over ten years, where he led rugby partnerships for the Rugby World Cup and Heineken Champions Cup, among others. 

We talk about:

1. What it means to be 'A bit more Don Draper'
2. What he learned from 10 years at Heineken that he now uses to build brand at TCS
3. Why TCS sponsors sporting events
4. The hidden risks involved with sponsorships
5. Harnessing the power of emotional messaging
6. How TCS use Purpose to build their brand

We hope you enjoy our insightful conversation.

Mark Cullen is the Chief Marketing Officer at Simon Kucher & Partners.

Simon Kucher & Partners is a global consulting firm specialising in strategy, marketing, pricing, and sales. Founded in 1985, the company now has around 1,400 professionals worldwide and is regarded as the world's leading pricing advisor and thought leader.

We talk about:

1. How stand-up comedy experience translates into marketing
2. Risk taking and making the difference
3. Growing your top line vs cutting costs
4. Importance of writing a good creative brief

We hope you enjoy our exquisite conversation with Mark.

Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series.

True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. 

We talk about:

1. What being 'a bit more Don Draper' means to him and his purpose behind launching this podcast
2. Why he co-founded True
3. What B2B advertising is lacking
4. The 5 principles of growth in B2B marketing and why some marketers don't use it

We hope you enjoy our fascinating conversation with Cos.