B2B brand building lessons learnt when things didn’t go to plan
Michaela JeffersonFive B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
We arm you with all the numbers you need to tackle the week ahead.
Marketers continue to believe that a lack of data and analytics is the biggest skills gap in their teams for the second year running. But with upskilling becoming rarer and recruitment still slow; a solution to the problem remains out of reach.
Having conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.
In the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.
Marketing Week’s annual celebration of effectiveness, creativity and innovation returns, with a stellar jury of senior marketers lined up to determine the winners.
AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
The business cut marketing spend by 25% in 2023, despite making key hires in ecommerce and retail media.
Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.
Weaker consumer confidence and an increasingly promotional environment has led Halfords to downgrade its profit expectations and seek strategies to cope with market volatility.
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.