Having worked at some of the biggest names in B2B tech, Workday CMO Emma Chalwin sees relationship-building as the cornerstone of her success.
After seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
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.
Over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion, according to research from LinkedIn.
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 experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
More than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
