B2B Marketing Podcast

The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities.

So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year’s festival with Teresa Allen of Magnus Consulting and fractional B2B CMO Kate Cox.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Callum Miskell, Strategist & Intel Analyst, MOI Global about some of the findings from their latest report ‘A B2B Marketer’s Guide to Data Creativity’. The two talk about some of the most interesting stats from the report. For example, MOI revealed that even though 85% of marketers use marketing tools, only 23% of marketers are using them for growth opportunities.

They talk about some of the common problems marketers face when onboarding new marketing tools, as well as what questions they should ask themselves before purchasing. Plus, Callum teases some other interesting insights from the report, as well as the potential of AI.

Want to check out the report? Check it out here: https://rb.gy/by8b2b

In this week’s episode of the B2B Marketing Podcast, we explored how Korn Ferry has taken podcasts from an experiment to a central part of the company's marketing strategy, leveraging the journalism expertise of CMO Jill Wiltfong. We learned how Jill’s career evolved from TV news anchor, to sales trainer and finally into a corporate marketer, and how she translated her media skills to bolster Korn Ferry’s ongoing brand evolution.

Find out why podcasts have become such a critical B2B channel in 2024 and how marketing leaders can use podcasts to facilitate promotion of company thought leaders to optimize their storytelling and highlight their expertise.

Plus, stay tuned as Jill shares the secret to a great interview and how Korn Ferry is using sponsorship to better tell its brand story.

Want more? Check out Korn Ferry's Briefings Podcast here: https://www.kornferry.com/insights/briefings-magazine/briefings-leadership-podcast

All too often, ABM becomes a bolt-on strategy reserved for a handful of accounts, and which doesn’t have any clear connection with broader business strategy. In this podcast episode, Robert Norum, our Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM, using his full-stack model.

This model shows you how to use ABM as your entire GTM market strategy, and how to ensure you’re investing your time and resources in the most effective way possible.

If you want to hear more from Robert about aligning sales and marketing in particular, check out this exclusive Propolis on-demand session here: https://www.b2bmarketing.net/propolis-content/how-abm-aligns-sales-and-marketing/

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programs as part of a more structured programmatic approach.

B2B Marketing has produced the first authoritative overview of the vendors in this emerging but significant category in our Martech Vendor Spotlight Report, launched last month. To mark its launch, Joel Harrison, Editor-in-chief, B2B Marketing spoke to Jordan Adams of specialist lead gen agency Oneninefive on the evolution of lead gen.

Take a deep dive into the current state of lead generation, as well as a full analysis of 20 key vendors assessed and rated based on four criteria: market momentum, customer focus, price vs value, and project success. Want to see the other vendors who made the cut into our top 5? Download your copy of the report here: https://www.b2bmarketing.net/martech-vendor-spotlight-report-2024-for-lead-generation/

Now available on-demand - "How To Choose The Perfect B2B Lead Gen Platform Partner"

Did you miss it? Our latest webinar "How To Choose The Perfect B2B Lead Gen Platform Partner" has now ended. But don't worry! You can now watch it on-demand here: https://www.b2bmarketing.net/how-to-choose-the-perfect-b2b-lead-gen-platform-partner/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Ryan Miles, Director – International Marketing at Microsoft Advertising, to discuss the nature of marketing at one of biggest household names in the world.

Ryan and David also chat through the realities of omnichannel marketing, what’s driving innovation in marketing today, and the possibilities provided by AI.

If you want to hear more from Ryan, you can find him on the ‘B2B at scale’ track at B2B Ignite on 3 July for his session 'AI in Action!’ Ryan will be diving into practical examples of AI-driven strategies that deliver real value, and helping you to seamlessly incorporate generative AI applications into your marketing campaigns and planning.

Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets

The Olympic Games is globally recognised as the pinnacle of sporting excellence and is consequently a massive marketing opportunity for Deloitte which is a strategic partner for the games in 2024.

So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC’s tight rules on commercialisation and buyers’ expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing’s Editor-in-Chief, spoke to Annabel Rake, Deloitte’s Global Olympic Marketing Leader.

Google recently announced that they are delaying the deprecation of third party cookies for the third time in four years. In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Paul Collier, Fractional CMO, Funnel Fuel, to talk about the recent news and how digital programmatic advertising space will be impacted.

They talk about everything from why marketing leaders might turn a blind eye to how data is being used to the opportunity the end of cookies provides for businesses and Paul’s top tip for those who feel like in the dark about all things cookie-related. If you want more on this topic, check out this webinar we did with Paul and a few other experts on this very topic: https://www.b2bmarketing.net/the-evolution-of-programmatic-digital-advertising/

With the impending end of third-party cookies and degradation of Google analytics, it is crucial for B2B marketers to stay ahead of the curve and adapt to emerging challenges and opportunities... We invite you to participate in our survey around seizing opportunities in a cookieless world. By participating you'll:

- Access actionable strategies and recommendations to help you in this new uncharted era.

- Be among the first to receive the report upon publishing.

- Get the chance to win one of four £50 Amazon gift cards

It takes less than 5 minutes.

https://b2bmarketing.net/is-b2b-ready-for-a-cookieless-era/

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with David Burnand, CMO of Unicorn and Centaur, Staffbase – an employee communications cloud, intranet and employee app.

Joel and David discuss David’s impressive career, which spans the likes of Atos, Adobe and Siemens on the client-side, and Stein IAS on the agency-side, and what he's learned along the way. They also discuss the nature of B2B marketing in an investor-backed organisation with huge growth ambitions. This episode is a must-listen for any marketer wanting to know the ins and outs of working in an investor-backed environment.

In this week’s episode of the B2B Marketing Podcast, David Rowlands Head of Product, B2B Marketing and Propolis sat down with Lynzi Ashworth, Marketing Director, Aon to discuss marketing’s impact on the overall business and more importantly - how to prove it. From understanding the growth priorities in the business to getting into a strategic mindset and showcasing your brand success, they discuss everything you need to be doing to drive revenue.

You can join Lynzi at B2B Ignite on 3rd of July as she delves further into the intricate world of brand building and demand generation in B2B. Her session, ‘Measuring what matters: The secret to tracking brand success’, is taking place on the Brand stage at 11.25am.

Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets