Large organisations that have traditionally recruited marketers from within are realising they need the new skill sets external candidates bring, but there is still value in organisational knowledge and opportunities for marketers looking to rise through the ranks.
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
The government is keen for businesses, particularly SMEs, to export goods as the UK readies to leave the EU, so what are the challenges and what role should marketing play?
A worrying trend appears to be emerging where B2B marketing influence dwindles as brands grow, resulting in marketers at big companies finding it difficult to get their message across at a senior level.
Marketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
No business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
Customer expectations are continually changing, meaning brands need to offer relevant and smart personalisation across every touchpoint, but marketers at our roundtable, sponsored by Relay42, agreed it is sometimes easier said than done.
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
The founders of a marketing agency and a holiday business share their advice for improving working conditions for single parents.
Despite there being nearly three million lone-parent families in the UK, many employers and brands are still failing to meet the needs of this group.
‘Agile’ means different things to different people but at its heart is a responsive approach all businesses can use, as Marketing Week’s roundtable in association with Workfront revealed.
Britvic trialled a new format when it pitched for work on its Wisehead Productions brands as it looks to reduce the amount of time, energy and cost that pitching can generate for both clients and agencies.
The end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
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