B2B Marketing Podcast

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Alison Dodd, Chief Strategy Officer, Revere and Chris Scott, Chief Digital Officer, Revere. The three delve into how buying behaviors have changed and what the new process looks like today.

Plus, Alison and Chris give sage advice on how to handle the start and stop for a potential buyer, as well as some top tips for navigating the new buying journey from a brand perspective.

If you like this episode from Revere, you should check out our previous episode with Chris about AI innovation and creativity here: https://www.b2bmarketing.net/podcasts/how-to-strike-the-perfect-balance-of-human-value-and-ai-innovation/.

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with Gabie Boko, the CMO of intelligent data infrastructure company, NetApp. Gabie is a passionate advocate for: the evolution of the CMO in response to changing corporate responsibilities; the importance of marketing agility; the opportunity to use AI to improve CX and sustainability, and much more.

Joel and Gabie chat through what gets her motivated as a CMO, the levers she’s pulling to drive commercial success, and how she’s differentiating NetApp in a market full of big players. In addition to this, Gabie chats through her approach to using AI, as well as how she’s managing to lead marketing as a strategic function, when in the midst of a transformation.

In this week’s episode of The B2B Marketing Podcast, we’re joined with Colin Wheeler, Managing Director, Survey Solutions and Jason Talbot, Managing Director, The Croc to discuss the B2B Marketing Awards 2024 shortlist which was announced earlier this month.

Kavita Singh, Senior Content Editor, B2B Marketing spoke with the duo about some of the exciting categories from ‘Most commercially successful campaign’ to ‘B2B marketer of the year’ and ‘Best use of creative’. If that wasn’t enough, Jason also shared some juicy stats and stories about the handful of awards The Croc were shortlisted for. If you want to see the full shortlist, you can check it out here: https://events.b2bmarketing.net/b2bawards/shortlist2024

With an unmatched heritage and scale, each year The B2B Marketing Awards bring together the creators and masters of the field to share work that sculpts, shapes and pushes the boundaries of B2B. This year, the best-of-the-best will be announced at our iconic ceremony on 27th November at Old Billingsgate in London.

It’s an open secret that B2B lead generation has some big problems. The sector has grown exponentially in recent years, with growth in self-service tech platforms and offshore telemarketing expanding the options available to marketers, driving down costs but too often taking quality with it.

As an industry veteran of 30 years standing, Tony Uphoff felt it was time to speak out, writing an open letter to the industry, calling out bad practice and defining what’s required to set the lead gen sector straight. We enjoyed discussing this refreshingly honest views on lead gen for the B2B Marketing Podcast – if you’re looking to understand how to improve your lead gen activities, it’s a must-listen.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Adam Preis, Director of Product/Solution Marketing, and Marta George, Head of EMEA ABM Programmes – both of Ping Identity.

In this episode, Marta and Adam chat through the importance of working in close alignment with the product team in order to drive commercial success. This follows the recent revelation in Propolis – the global community for B2B marketers – that senior marketing leaders feel more detached from the product team than ever before.

If you want to get in the room with more than 400 account-based marketers, hear no-holds-barred ABM case studies, and learn what works (and what doesn't!), join us at The Global ABM Conference 2024 on 6 November. Book early bird tickets now and save £200: https://events.b2bmarketing.net/b2babmconference/booktickets

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with the Creative Director at Revere, Dan Sillifant, alongside the Chief Digital Officer at Revere, Chris Scott. The trio discuss Revere’s journey with AI from both a creative and business point of view.

Plus, the two share advice for those who aren’t implementing AI into their agency, as well as the common mistakes that might be happening. Want to find out how to create the ideal ratio of human to AI implementation? Stay tuned and listen to the full episode now.

Juniper needed a bold approach to make its new campaign, which highlighted its ability to enable the ongoing AI revolution via its network technology and stand out amidst a tidal wave of AI-related messages. Its solution? Front the campaign with Hollywood and former Mad Men star Christina Hendricks – the latest in a growing trend for B2B brands to buy into star quality.

But as Jean English explains in the latest edition of the B2B Marketing Podcast, the results have been excellent and fully justified this unusual approach. For more on this campaign, plus Jean’s insights from being a serial tech CMO in some of the world’ most innovative companies, and the challenges of running a global marketing team in 2024, listen to the full episode now.

Which marketing tools should you prioritize if you’re launching a new business banking brand into the crowded UK market? That was one of the questions that Joel Harrison, Editor-in-Chief, B2B Marketing asked Conrad Ford, Head of Innovation and Strategy at Allica Bank - which was recently crowned the UK’s Fastest Growing Company by The Sunday Times, when he interviewed him for the B2B Marketing Podcast.

Forget cutting-edge social media or dynamic content formats, Conrad’s surprising answers were ‘employee engagement’ and ‘channel marketing’ – our mind was duly blown!

Dassault Systémes is a €4.5b tech company that’s highly successful in multiple markets but is remarkably little known outside its core customer segments and home nation of France. In a bid to change that, VP of marketing Victoire de Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London’s Piccadilly Circus digital billboards (equivalent to New York’s Times Square).

But in this episode of the B2B Marketing Podcast, she explained to Joel Harrison, that this is much more than just an out-of-home campaign, and part of a complex strategy.

We’re all used to sharing images and video from major summer concerts and sporting events, and just expect social channels and telecoms companies to seamlessly enable that, without considering the tech and B2B brands that provide the critical infrastructure.

Ericsson’s new ‘#makeitmemorable’ campaign hones in on exactly that, highlighting the critical role its tech provides in enabling cultural euphoria. Joel Harrison spoke with Sally Croft, CMO, Ericsson about this new campaign and how use of AI broke creative barriers and speeded implementation.