‘Sustainable hype’: One CMO’s playbook for sports sponsorships
Molly InnesJoining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
One technology brand on the challenge of pivoting from B2C to B2B
Josh StephensonFoursquare has switched from being consumer-led to B2B and is leveraging its location data history to find a new market.
Help us build a picture of life as a B2B marketer
Marketing Week ReportersTake part! Marketing Week’s new State of B2B Marketing research is open.
Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Canva’s CMO on ‘building affinity’ to scale up its B2B business
Ellen HammettThe graphic design platform is focused on building its brand awareness across the world as it looks to develop its B2B business.
LinkedIn marketing VP: Understanding ‘complexity’ of B2B buyers is key to growth
Matthew ValentineB2B marketers must take into account the needs of both ‘target’ and ‘hidden’ buyer groups and tap into their ‘true emotional states’ to drive growth, according to research from LinkedIn and Bain & Company.
Bupa on why SMEs hold the key to doubling the growth of its B2B business
Matthew ValentineJust 10% of SMEs offer some form of private healthcare to their employees, a huge market for growth that Bupa is targeting in its new campaign.
‘How would I launch a record?’: One B2B brand on its disruptive B2C push
Niamh CarrollPromoting the power of regenerative farming, Wildfarmed has evolved from selling flour to bakeries to getting its bread onto supermarket shelves.
Over three quarters of B2B marketers focused on ‘bolder creative’
Niamh CarrollOver two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion, according to research from LinkedIn.
B2B brands making a promise to customers ‘more likely’ to grow market share
Josh StephensonNew research from the LinkedIn B2B Institute and Warc shows B2B brands making a promise to the customer are more likely to drive positive brand metrics.
Value of top 100 B2B brands up 10% versus last year, study finds
Niamh CarrollB2B businesses have been investing more in brand building, and appear to now be reaping the rewards, with the value of the top 100 most valuable B2B brands increasing by a quarter of a trillion US dollars this year.
‘We’re not fiddling around the edges’: How one B2B giant went all out for brand
Matthew ValentineAddressing its reputational crises head on with new podcast series, mining company Rio Tinto is on a mission to nurture its brand.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
B2B companies finally understand the importance of brand
Peter WeinbergThe moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.