Sage credits marketing investment in helping drive double digit growth
Russell ParsonsInvestment in sales and marketing increased to £411m, helping “drive results”, according to its CEO , who also flagged increased efficiencies in marketing.
Investment in sales and marketing increased to £411m, helping “drive results”, according to its CEO , who also flagged increased efficiencies in marketing.
Microsoft is, by far, the world’s most valuable B2B brand and is worth almost double that of its nearest rival, Amazon.
Determined not to come across as “another tone-deaf bank”, Starling Bank decided to bring substance and consumer-first thinking together to show it is taking business seriously.
In a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
Rather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.
The B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
‘The B2B Marketer’s Best Friend’ series, supported by The Marketing Practice, will investigate how the relationships B2B marketers’ business units such as sales, finance and technology are evolving and where they need to change.
In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
The cloud software company is focusing on retaining and growing its biggest customers in order to achieve its revenue target of $16bn in three years.
The way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
Successful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
Brand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
Inflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
The BBC is looking to define its brand positioning within a digital-first future by hiring its first “chief brand officer”.