In this episode of 'That's What I Call Marketing', Conor Byrne hosts a B2B Marketing panel discussion with Tara O'Sullivan CMO of Zevo Health, Caroline Kelly VP of Marketing at Johnson Hanna, and Seamus Moore CMO of Atlas. The discussion aims to delve deep into the evolving world of B2B marketing and answers the question why is B2B marketing so boring. The discussion looks at what is going wrong and what is going right in B2B Marketing, the need for it to have a more human-centric approach and the well known challenge of stakeholder complexities. The panel debate if B2B marketing should be purely transactional or should it create meaningful connections addressing customer pain points and leveraging strong creative content to resonate with the audience. The episode explores the role of creativity and utility in marketing, with a consensus on the necessity of creativity to stand out in a traditionally utilitarian field. The panelists share successful strategies from their respective organisations, shedding light on the importance of brand differentiation and the power of creative tactics to foster engagement and break the monotony of B2B marketing. As the conversation progresses, the panel touches on the impact of thought leadership and content strategies, underscoring the need for authenticity, relevance, and delivering value to the audience. The episode concludes with a lively enough discussion on the relationship between marketing and sales, emphasising the importance of collaboration, setting clear boundaries, and aligning goals to drive business success.. The episode serves as a compelling call to action for marketers to innovate, connect, and inspire in the evolving world of B2B marketing. The future of B2B marketing should be bright and inspiring 

03:30 Defining B2B Marketing: Insights from the Experts

12:07 The Creative Challenge in B2B Marketing

18:29 Personalizing B2B Marketing: Strategies for Engagement

24:43 The Importance of Measurable Outcomes in B2B Marketing

32:45 The Digital Transformation of B2B Marketing

34:49 Navigating the Complex Relationship Between Sales and Marketing

48:17 The Importance of Internal Content Creation in B2B Marketing

55:55 The Future of B2B Marketing: Creativity, Purpose, and Impact

56:26 Spotlight on Innovative B2B Brands and the Future of Work

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Thanks to SpaceTo for hosting us and Business Plus for their support

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