Experiential top priority for B2B brand investment
Charlotte RogersEvents and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
Charlotte Rogers
Understanding AI ‘critical’ for B2B marketers to futureproof
Charlotte RogersGetting to grips with AI will be more important for B2B marketers over the next three years than understanding data or cross-functional collaboration, according to new data.
Almost half of B2B marketers find securing investment difficult
Charlotte RogersBusinesses seeing the value in marketing beyond driving leads is the biggest change that would make securing investment easier, Marketing Week data reveals.
‘Go a layer deeper’: LinkedIn on why ‘brand really matters’ in B2B
Charlotte RogersFrom the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
Gaining customer insight ‘most critical’ skill for B2B marketers
Charlotte RogersMarketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
‘Discovery mission’: One brand on becoming the baby sector’s first football shirt sponsor
Charlotte RogersA big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
LinkedIn’s marketing VP on introvert leaders, plot twists and the P&L ‘story’
Charlotte RogersFrom inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
Universities ‘concerned’ skills levy could harm marketing apprenticeships
Charlotte RogersFaced with a “potential halving” of investment in apprenticeships, 77% of universities fear Labour’s proposed Growth and Skills Levy could hinder uptake.
Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
How Reckitt’s marketing academy is ‘raising the floor and the ceiling’
Charlotte RogersDiligence and resilience is needed when establishing an internal marketing academy, combined with an ability to “join the dots”, says Reckitt’s Becky Verano.
‘It’s forever work’: Patagonia on why it will never be ‘post-purpose’
Charlotte RogersDescribing the idea of a ‘post-purpose age’ as “baffling”, EMEA marketing boss Tyler LaMotte insists the company is “all in” on its mission to save the planet.
Deliveroo talks up ‘reinforced value’ in bid to become subscription first business
Charlotte RogersWith a goal to become subscriber driven by 2026, Deliveroo has revamped and renewed its loyalty proposition to create a tier for “every customer”.
Haleon: The CMO/CEO relationship is ‘being rekindled’
Charlotte RogersChallenging times call for marketers to raise their game as “business thinkers”, says marketing boss Tamara Rogers, whose team seek to avoid “death by a thousand measures”.
‘Background to the foreground’: How the Co-op kickstarted socio-economic pay gap reporting
Charlotte RogersThe retailer believes respecting personal experiences is key to building the trust needed to get employees to share their data in the first place.
‘Building a racing car while driving at 100mph’: Haleon on two years of brand building
Charlotte RogersA lot has happened in the two years since GSK Consumer Healthcare rebranded as Haleon, requiring resilience and quick thinking from the marketing team.
Spotify: We pulled back ‘too significantly’ on marketing
Charlotte RogersAdmitting to pulling back too far on marketing in 2023, the streaming giant will direct new funds into acquisition and “reactivating high value users”.