Scaling B2B Marketing Challenges through an Omnichannel Lens

Participants:

• Mariette Ferreira: CMO at 11:FS
• David Reid: VP of Global Growth at Transmission
• Jonathan Connor: Marketing Specialist at Nvidia
• Liam Bartholomew: VP of Marketing at Cognism
• Tom Gatten: CEO and Founder of Adzact

Episode Summary:

In this enlightening episode, industry leaders discuss the complex challenges and solutions related to scaling B2B marketing on a global scale through an omnichannel lens. Topics covered include localising messaging for diverse markets, striking the right balance between data-driven strategies and creative approaches, as well as the intricacies of attribution at scale.

Key Takeaways:

1. Localization is Crucial: The importance of localising messaging and content rather than just translating them to resonate with each market's cultural nuances was emphasised.
2. Data-Driven Scaling with Caution: The episode warns against solely relying on third-party data and recommends a balanced approach that includes first-party data and primary research.
3. Efficient Customisation: A middle ground between completely bespoke content for each market and reusing core assets to save time and resources is advocated.
4. Metrics May Vary: Different data points can indicate success when comparing large to small companies.
5. Attribution at Scale: Automation is key for effective multi-touch attribution in B2B's complex and lengthy buyer journeys.
6. Don't Neglect Creativity: The value of big brand ideas and emotional storytelling in crafting memorable B2B campaigns is underlined.

Tune in to learn how B2B marketers can adapt their strategies for global success while retaining brand essence and measuring performance effectively.

Read full report here: https://bit.ly/3M10fZz

Hosted on Acast. See acast.com/privacy for more information.