Katherine Lamb on calibrating global marketing strategy at HSBC B2B Marketing Needs Don Draper

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 goalsIs it better to increase brand loyalty or increase penetrationHow the pandemic has impacted customer engagement with financial servicesThe impact advertising has on HSBC's ability to set prices and build brandHow to split your budget between lead generation vs longer-term brand buildingThe role sustainability plays in the way HSBC builds their brandHow B2B can best harness the power of emotion