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's golden age is now
Welcome back to B2B Needs Don Draper! In this episode, we dive into the golden age of B2B marketing and why it's an exciting time for businesses in this space. Our two distinguished guests, John Watton, VP of Marketing at VMware, and Richard Parsons, co-founder of True, share their invaluable insights and experiences in the world of B2B marketing.
John Watton, with over 25 years of industry expertise, discusses the dynamic blend of data-driven approaches and brand storytelling, with a special emphasis on sustainability. He explains why there has never been a better time to be a B2B marketer and how the landscape is evolving.
Richard Parsons, a veteran with over 30 years of advertising and marketing experience, provides a wealth of knowledge from his work with leading creative and media B2B agencies. He shares his experiences working with top-tier brands like Adobe, Cisco, and Oracle.
Why there's never been a better time to be a B2B marketer.The connection between brand and lead generation in B2B marketing.How channels like Programmatic TV have enriched brand storytelling in the B2B space.Strategies for scaling a brand while maintaining a human touch in B2B.The changing landscape of B2B events and the role of events like "Explore Barcelona" in the marketing mix.The shift from CMOs being 'revenue marketers' to coming from a brand and creative background, along with its impacts.
The Power of Personalization and Sustainability Storytelling in B2B Marketing
Jose Pepe Gorbea is an inspirational leader guiding HP's pursuit of revolutionizing digital packaging technology across the globe.
Jose is head of Brands, Agencies, and Sustainability Innovation at HP and manages an international team focused on educating and inspiring brands with a human-centric communication framework.
His team's work revolves around personalization and sustainability storytelling, driving meaningful marketing innovations that lead to increased penetration and growth in ROI.
With a career spanning over two decades, Jose has harnessed his vast experience to successfully navigate both B2B and B2C sectors.
His primary focus is centered on empowering marketers to co-create distinctive brand assets, fostering strategic global partnerships on sustainability and creativity, and accelerating HP's digital print technology adoption worldwide through personalized, sustainable innovation.
His work has placed HP at the forefront of making other companies better, guided by the triple bottom line of people, planet, and profit.
Embracing the power of simplicity and significance in achieving business goals. How to not just be creative, but be able to sell and market your ideas and solutions effectively.How to find purpose and meaning in your marketing career.How to take a proactive approach to problem-solving and making positive changes in the world. Prioritizing human-to-human connections in marketing strategies.
Inside Intel's creative marketing powerhouse
Carolyn Henry is VP, CMO of Americas Regional Marketing at Intel and is the driving force behind their captivating marketing activations. Leading a team of over 70 marketers, she oversees strategies for consumer, commercial, gaming, and enterprise segments.
With over 20 years of experience, Carolyn has mastered the art of simplifying complexity, delivering results, and leading high-performing teams. Her passion for shaping the future of technology aligns perfectly with Intel's mission to create a better world through advancements in AI, analytics, and cloud-to-edge technology.
The balance between creativity and delivering a clear, compelling messageHow to develop creative strategies that resonate with different personasHow Intel tracks and evaluates the impact of creative elementsCreating a culture of innovation and creativity within marketing teams
How SAP is redefining B2B marketing
Kerstin Koder is Head of Marketing EMEA at SAP. SAP was named the most valuable brand in Germany by BrandZ™ and is also recognised as the most valuable brand in Europe.
Kerstin has more than 20 years of experience as a B2C & B2B marketer and leader in the IT, telco, media and retail space.
She is responsible for 120 countries and is currently supporting the transformation in SAP’s own Marketing as well as leading the development of the SAP brand, supporting SAP’s on-premise and cloud revenue in key industries.
The role of marketing at SAP and what the brand means to B2B customersThe channels SAP are using to talk to the CEO/CFOs of the worldBalancing the priorities of maintaining a strong brand vs lead generationBrand loyalty versus increasing market penetration
Mentioned in this episode:
B2B Needs Don Draper Live - 30th May 2023
Click here to register for our first ever live event: https://www.trueagency.com/truth-sessions/b2b-needs-don-draper-live
B2BNDD live post roll
Mastering the art of brand building
Gerard Vicente is VP of marketing at JP Morgan. He works specifically with wepay.com - JPMorgan’s small business, financial tech and payments division - and is currently responsible for partner, product and brand marketing.
Prior to this role, he was “Funny Manager” at Comedy Central.
What being a comedian taught him about brand building and creativity The dilemma of creating a “branded house” or a “house of brands”Overcoming the challenge of partner acquisition The right channels to get brand messaging to the right people
The importance of a unified brand when your offering is complex
Justin Garrett is the Global Head of Brand and Digital Marketing at Broadridge, a global fintech leader with $5 billion in revenues, handling millions of daily trades.
Before leading this operation, Justin held roles at Accenture, JP Morgan Chase and Citi.
How to get great B2B storiesBringing Broadridge’s brand message to lifeCommunicating the depth of brand offerings