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.
Top 100 B2B firms have $1trn of untapped business value in their brands, study finds
Niamh CarrollMicrosoft is, by far, the world’s most valuable B2B brand and is worth almost double that of its nearest rival, Amazon.
Why Starling Bank decided to ‘reinvent’ B2B marketing
Marketing Week ReportersDetermined 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.
‘It’s a reflection of culture’: The evolution of B2B employer branding
Molly InnesIn a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Charlotte RogersRather 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.
B2B spend on TV advertising has doubled since 2018
Michaela JeffersonMuch 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 buyer journey is not fit for purpose, here’s how to fix it
Antonia WadeThe B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
A B2B Marketer's Best Friend
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
Marketing Week to explore key relationships for B2B marketers
Marketing Week Reporters‘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.
How making finance a ‘strategic partner’ of marketing has benefited one B2B brand
Marketing Week ReportersIn 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.
How ABM is driving ServiceNow’s goal to treble sales by 2026
Marketing Week PartnerThe cloud software company is focusing on retaining and growing its biggest customers in order to achieve its revenue target of $16bn in three years.
Transforming channel marketing: B2B’s new growth imperative
James TaylorThe 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.
From ABM to ABX: How to create a multichannel B2B experience with the customer at the centre
David van SchaickThe 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, […]
How to market to your customers, not just your prospects
David van SchaickSuccessful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand 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 is falling but do marketers have cause for optimism?
Rachel LawlerInflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
‘We had been playing it too safe’: Morrisons CMO on its brand revamp
Niamh CarrollMorrisons 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”.
From M&S’s turnaround to the reframing of Peloton: Your Marketing Week
Russell ParsonsAt 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.
Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
The regalia of being a national treasure weighs John Lewis down
Helen EdwardsFar from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury 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.
BBC looks to build ‘an iconic brand with public service purpose at its heart’
Rachel LawlerThe BBC is looking to define its brand positioning within a digital-first future by hiring its first “chief brand officer”.