This week, Head of Strategy at eMa, Stephen Banbury, shares his insights on B2B marketing.

Stephen emphasizes the evergreen importance of customer focus and solving customer pain points by articulating the benefits of the product from a customer's perspective.

He discusses the evolving trends in B2B, including borrowing strategies from B2C such as humanizing the brand, employing influencer marketing, leveraging new social media channels like TikTok, and using simplified language.

While acknowledging the growing role of AI tools in marketing, he is adamant that they cannot replace talented creatives. Lastly, Stephen predicts a trend towards short-form content due to time constraints of the audience.

00:00 Introduction to B2B Marketing

00:37 The Unchanging Principles of B2B Marketing

01:52 The Changing Landscape of B2B Marketing

02:26 The Role of Influencer Marketing in B2B

02:51 The Importance of Simplicity in Messaging

03:47 The Impact of AI on B2B Marketing

04:53 The Rise of Shorter Form Content

05:18 Conclusion and Wrap Up

05:27 Post-Show Banter

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