Sage CMO: B2B businesses ‘underestimate’ the power of brand
Michaela JeffersonWith B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
With B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
Business decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
Having won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Having executed a relaunch of the Aviva brand last year, Kumar tells Marketing Week he is now in pursuit of a new challenge.
CMO Raja Rajamannar argues there is a difference between ‘brand purpose’ and ’cause marketing’, as he outlines the “roadmaps” Mastercard has built towards its own north star.
Having laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
Marketers and the research industry could learn from the “pace of the insight” that is produced from working with data scientists, argues Santander UK’s chief customer and analytics officer.
Phoenix Group hopes its new endorsed brand architecture will enable its six brands to grow in their markets, supported by a more purposeful corporate brand.
Targeting growth as its “core focus”, Lloyds will spend around two-thirds of the £3bn earmarked for strategic investment over the next three years on diversifying revenue.
A change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
A focus on people, process and technology allowed the government-owned bank to reduce accessibility issues by 96%.
After discovering a gender pension gap, Now: Pensions lobbied government to introduce changes, which could generate an additional £1.2bn in annual pension contributions and see an extra 2.5 million people access a workplace pension.
As the business builds to a potential IPO, Starling Bank’s top marketer believes it is “more important than ever” that consumers understand the brand’s mission and values.
Revolut is in the process of hiring 45 marketers and sees the expansion of its marketing team as a key element in its bid to become market leader.