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.
Why 2022’s a big year for B2B
Cos Mingides and 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.
Steve Vinall on the art of global communications
Steve Vinall is the Director of Global Communications at Rackspace Technology. He articulates and shares the Rackspace story with all audiences.
Steve leads their PR, AR, Customer Advocacy and Internal Communications teams across EMEA. He is a member of the Global Marketing Senior Leadership Team and is also accountable for Internal Communications globally.
The key parts of the Rackspace story
How internal communications have shifted
The main tools and channels used to build customer advocacy
How Rackspace manages brand building and sales activation
The best ways to drive long term growth in B2B marketing
How advertising impacts the company's ability to set prices and build B2B brands
Amie Stankiste on investing in effective marketing within financial services
Amie Stankiste is responsible for building and executing the global marketing strategy for SandP Global Market Intelligence, now a $2 billion+ business within a highly competitive industry.
Amie leads an award-winning team of 80 marketing professionals focused on driving growth, through generating quality leads and converting them into a sales pipeline.
How ESG plays a role in communications and brand building
Merging two globally recognised brands
Her view on 'Big Impact" campaigns and how they can be used
The importance of emotional messaging in FS marketing
Katherine Lamb on calibrating global marketing strategy at HSBC
Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC.
She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors and coaches a team of 45 people.
How HSBC uses marketing to engage with customers and drive business goals
Is it better to increase brand loyalty or increase penetration
How the pandemic has impacted customer engagement with financial services
The impact advertising has on HSBC's ability to set prices and build brand
How to split your budget between lead generation vs longer-term brand building
The role sustainability plays in the way HSBC builds their brand
How B2B can best harness the power of emotion
Michelle Goodall a primer on B2B brand communities
Michelle Goodall is the Chief Marketing Officer at https://guild.co/ (Guild), a platform for professional communities and networking.
She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant.
In previous roles, she’s worked with some of the world’s most recognisable brands including Unilever, the BBC, Viacom, Direct Line and General Mills, to name a few.
How Guild successfully grew their user base
Creating a community and how it can help B2B brand growth
The role of ‘belonging and purpose’ when building a brand
Splitting your budget between long term brand building and short term sales activation
What’s more important: the idea or the execution
Keith Browning, lessons in brand marketing effectiveness
Keith Browning is the Brand Marketing Global Lead at LinkedIn Marketing Solutions.
With over a decade's marketing experience in start-up and blue-chip companies alike, Keith currently leads Brand Marketing globally for LinkedIn’s Marketing Solutions business unit.
He has created stand-out marketing campaigns across the US and Europe for a number of well-known brands across the travel, tech and hospitality sectors.
Keith is a keynote speaker in many areas of Marketing, most notably B2B Marketing and Brand Marketing.
Unaided brand awareness - What it is and its strategic value
What makes an effective campaign and how to measure success
Why LinkedIn invests in TV advertising
What makes great B2B advertising
How B2B can harness the power of emotion
How do the best B2B brand builders use LinkedIn to build their brand