Financial tech business Sage is refreshing its brand with a new look and its first purpose statement, as well as new customer propositions to bring the refresh “to life”.
Former Hiscox marketing boss Annabel Venner urges B2B marketers who want to sell creativity into the business to start by counting the small wins and building a sense of confidence.
There’s plentiful research to show buyers don’t make purchases logically, yet B2B marketers still try to make sales largely based on product features.
While sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.