11 episodes

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.

B2B Marketing Needs Don Draper True

    • Business
    • 5.0 • 5 Ratings

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.

    Steve Vinall on the art of global communications

    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.
    We discuss:
    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

    • 27 min
    Amie Stankiste on investing in effective marketing within financial services

    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.
    We discuss:
    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

    • 22 min
    Katherine Lamb on calibrating global marketing strategy at HSBC

    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.
    We discuss:
    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

    • 28 min
    Michelle Goodall a primer on B2B brand communities

    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. ​​
    We discuss:
    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

    • 28 min
    Keith Browning, lessons in brand marketing effectiveness

    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.
    We discuss:
    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

    • 25 min
    Rosie Guest on mapping B2B financial services marketing

    Rosie Guest on mapping B2B financial services marketing

    Rosie Guest is the CMO at Apex Group and a member of their Executive Committee.
    She’s ​​led and scaled the Group Marketing and Communications function at Apex as it’s grown from a mid-sized asset management provider to an institutional-sized financial services provider.
    She now runs a centralised global team across all functions and sub-brands.
    On top of all that, she was also the Winner of 'Disruptor of the Year' at the 2020 Women in Finance Awards.
    We discuss:
    How to get skeptical execs to believe in the power of ‘brand’
    The role of the brand positioning
    How to best drive long term growth in B2B financial services marketing
    Finding the balance between short-term sales activation and long-term brand building
    Brand loyalty vs increasing market penetration

    • 32 min

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