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.
In-depth features, interviews and insights into marketing’s biggest issues.
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
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.
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.
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.
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.
BNY Mellon is the oldest bank in America but it has a huge perception problem. Its CMO is tackling this by adopting startup cultures and engaging with the whole business.
Tesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
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 the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
It’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.
There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
You’re not alone if your team is changing – almost half of marketers experienced restructuring last year. And if you weren’t part of the 46.5% in 2023, you probably will be soon.
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 the fact marketers’ happiness is dwindling to the role of innovation, it’s been a busy week. Here is my take.
It may have only existed for 20 years but the TCS marketing department has changed the business’s approach to brand building for the better – and added billions of dollars of value to the brand.
Despite calls to address the lack of socio-economic diversity in marketing, the industry is still not recognising its class problem.