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.
While timing is everything when targeting customers in the purchasing journey, getting the corporate culture right is the first thing brands should do.
The mobile provider wants to “grow up” while maintaining its humour-driven approach to change perceptions and appeal to high value customers.
The latest IPA Bellwether report reveals more than 60% of marketers made no change in total marketing spend in the third quarter, highlighting indecisiveness and risk-aversion.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist hereMa
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