<p>Cos Mingides & Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.</p>

Cos Mingides & Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.

<p>Cos Mingides &amp; Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.</p>

Why 2022’s a big year for B2B

B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew.

B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

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B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

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Why 2022’s a big year for B2B

Why 2022’s a big year for B2B