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Cutting through the clutter of information to bring insights and wisdom for creating lasting impact in B2B marketing.

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  1. Aflevering 1

    Trail-makers: Luxid's 28-Year Journey with BBN International, with Susanna Juusti

    Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honour those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027. Today, we celebrate Luxid Group and its remarkable 28-year partnership with BBN. We're joined by Susanna Juusti, their Chief Operations Officer, whose journey began in 1996 when their agency was called Idea Development - starting with just 10-15 people in Finland. In this milestone episode, Susanna Juusti takes us through Luxid Group's transformative 28-year journey with BBN, from a small Finnish agency called Idea Development to today's 180-person international operation across three countries. We explore how BBN's honest, open relationships between agency owners have shaped both business growth and personal development. Susanna shares insights from her time on BBN's executive board around 2010, the agency's evolution through rebranding to IDBBN, and their 2022 merger with Luxus Worldwide. The conversation reveals how the partnership has been instrumental in navigating major transitions, including their approach to AI technology. It demonstrates how true partnership creates lasting value through shared learning and genuine friendships. Key Points: From Small to Global: Growing from 10-15 people in the 90s to 180 people across three countries, with BBN providing crucial guidance for international expansionBoard Leadership Experience: Serving on BBN's executive board taught valuable lessons about global business and provided personal development opportunitiesEvolution of Network Value: The shift from geographic market entry support to specialised expertise and competency sharing in today's internet-connected worldHonest Business Relationships: The unique value of open, transparent discussions between agency owners about real business challenges and solutionsStrategic Partnership Growth: The 2022 merger with Luxus Worldwide formed Luxid Group, with BBN connections helping them find partner TricomAI as Opportunity: Leveraging technical backgrounds in marketing automation and development to embrace AI transformation rather than see it as a threat

    22 min.

  2. Aflevering 2

    Trail-makers: wob's 38-Year Journey with BBN International, with Carola Hecker

    Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honor those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027. Today we celebrate wob and their remarkable 38-year partnership with BBN - the longest partnership we have, beginning in 1987 the same year BBN was founded as one of our founding partners. We're joined by Carola Hecker, their Client Services Director, who has spent several years on the BBN advisory board. In this milestone episode, Carola Hecker reflects on wob's extraordinary 38-year journey as one of BBN's founding partners, starting from 1987. She shares how BBN has evolved from being "nice to have" like a hotel swimming pool to becoming a core element of what wob offers and a key driver for their success. Carola takes us through memorable moments including hosting the annual agency meeting with a medieval castle banquet, and details their complex global campaign for WEG - a $7 billion Brazilian company - that showcased true matrix collaboration across continents. The conversation explores how BBN has grown more business-oriented while maintaining its inspiring and colorful culture, and reveals the personal leadership lessons learned from working in this international environment. Key Points: From Founding Partner to Core Success Driver: How BBN evolved from a "nice to have" service to a core element of wob's offering over 38 yearsPersonal Connection Through Shared Experiences: Building lasting business relationships through memorable events like medieval banquets and getting to know people beyond job titlesMatrix Collaboration in Action: Managing a complex global campaign for WEG with 120 users across four user groups, with different agencies leading specific expertise areasCultural Intelligence in Global Work: Learning that "culture eats the best intentions for breakfast" and adapting leadership style for international environmentsBusiness Evolution: BBN feeling "more grown up" today - still fun and inspiring but significantly more business-oriented with sharpened methodologies and aligned processesKnowledge Exchange Beyond Geography: Gaining insights from Japanese business etiquette through BBN partners to better serve European clients

    15 min.

  3. Aflevering 3

    Long-term versus short-term: Richard (True) and Raluca (STOICA) debate which marketing strategy is better for growth

    In this dynamic debate episode, Richard Parsons, Founding Partner at True Agency in London, goes head-to-head with Raluca Apostol, Demand Gen Expert at STOICA, to tackle one of B2B marketing's most persistent tensions: should you focus on short-term demand generation or long-term brand building?  Raluca makes the case for short-term tactics, arguing for speed, measurability, and immediate ROI that keeps budgets flowing and managers happy.  Richard counters with evidence that brand building is the true hero, citing the 90% rule where buyers choose from just three brands that come to mind when they enter the market.  The conversation explores budget allocation, the rise of new channels like connected TV and YouTube, and how AI might democratize high-quality brand production. Both debaters ultimately agree that the ideal approach requires the full team on the pitch - but disagree on where to start.  This episode sets up Richard's upcoming masterclass on the five principles of growth and optimal budget splits between brand and sales activation.

    16 min.

  4. Aflevering 4

    Work-Life Balance for Young Professionals

    Join Annette, from BBN and Katie Youngblood, from Luxid Group in this latest mixtape episode. We delve into the unique challenges Gen Z professionals face as they navigate the modern workforce. From maintaining personal value amidst rapid changes to adapting to new technologies and work environments, this discussion offers insights into how young professionals can thrive. We explore strategies for achieving work-life balance, the importance of continuous learning, and the role of AI as a tool rather than a crutch. Join us as we uncover the resilience and adaptability that define Gen Z's approach to career growth and success.

    31 min.
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Cutting through the clutter of information to bring insights and wisdom for creating lasting impact in B2B marketing.

Informatie

  • Maker
    BBN
  • Afleveringen
    47
  • Seizoenen
    6
  • Beoordeling
    Veilig
  • Copyright
    © 2026 BBNmixtape
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