30 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 • 6 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.

    Richard & Cos review 2022 and preview 2023

    Richard & Cos review 2022 and preview 2023

    Richard Parsons and Cos Mingides are the co-founders of True, which was recently named B2B Creative Agency of the year - and the brains behind the B2B Needs Don Draper podcast. 
    The last year of the podcast has welcomed some fantastic guests from a broad spectrum of brands giving their views on how B2B Marketing is changing and how they’re running marketing in their organizations
    Richard and Cos respond to key points shared last season and their thoughts on the matter. 
    We discuss:
    Why now is a good time to be in B2B MarketingEmotion and creativity the new paradigm in B2B MarketingThe key lessons B2B brands can learnThe problem within B2B right nowWhat being a bit more Don Draper mean for B2B brands

    • 37 min
    Transforming brand perception with ŠKODA UK

    Transforming brand perception with ŠKODA UK

    Kirsten Stagg is the Marketing Director at Skoda UK. She has delivered record-breaking marketing performance, market share and profit growth whilst delivering a 53% increase in average product sales.
    Using creativity and self-deprecating humour, Kirsten has helped transform the brand into an incredible success story and has elevated the ŠKODA brand.
    We discuss:
    How Skoda used marketing to refresh brand perceptionUtilising the power of creativity to engage a greater audienceHow Skoda is utilising emotional marketing todayWhy there is a lack of creativity within the automotive industry

    • 25 min
    Making sense of brand and demand in B2B

    Making sense of brand and demand in B2B

    Mariska van Beukering currently works for Equinix: the world’s biggest digital infrastructure company, where businesses can scale with agility, speed the launch of digital services, and deliver world-class experiences.
    Mariska comes to us with deep experience in IT and has skills in brand management, marketing planning, lead generation, and strategic marketing.
    We Discuss:
    Effective B2C strategies that can be applied to B2BThe power of hyper-targeting specific audiencesBalancing long-term brand building with short-term sales activationThe best ways to drive growth for B2B brandsHow to build strong brand awareness with new audiences

    • 18 min
    B2B creativity in the built environment

    B2B creativity in the built environment

    Danielle Regan is the Director of Marketing and Communications at Mace, a construction company at the heart of the built environment.  
    Mace connects expertise across the entire property lifecycle for the benefit of their clients, communities and society more widely. 
    Danielle has 18 years’ of experience working in marketing communications teams within the property and construction industry. 
    We discuss:
    How B2B marketing influences policy How the build environment affects people’s lives When Mace use emotional messaging vs rational messaging What the future holds for B2B Marketing

    • 28 min
    The power of passion and collaboration in B2B marketing

    The power of passion and collaboration in B2B marketing

    Nikki Stenson is a senior global marketing leader who has led marketing functions at Oracle, Macafee, and TIBCO. 
    For Nikki, it’s all about relationships - whether working with sales teams, suppliers, partners or colleagues, success for her has come through continuous and highly effective collaboration.
    Nikki Believes B2B marketing is not human enough and is passionate about changing that. 
    We discuss:
    Imposter syndrome. Is it common in the marketing industry?The power of marketing in sales-focused businessesHow to build a strong personal brand in B2B MarketingWhat the future holds for B2B Marketing

    • 38 min
    Optimising B2B marketing effectiveness

    Optimising B2B marketing effectiveness

    Cos Mingides is the Co-founder and Head of Effectiveness at True, which was named B2B Creative Agency of the year in 2022 by the Association of National Advertisers. 
    True is in the business of making a difference. They harness data-driven and cultural insights to unearth powerful human truths that are creatively transformed into memorable brand communications – and delivered with pinpoint media accuracy.
    We discuss:
    The key takeaways for B2B marketers from EffWorks GlobalThe difference between efficiency and effectivenessHow the best B2B marketers approach investment for growthBalancing brand building vs short-term sales activationThe importance of ‘reach’ when it comes to effectiveness

    • 29 min

Customer Reviews

5.0 out of 5
6 Ratings

6 Ratings

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