Sage’s global brand EVP Craig Inglis departs
Molly InnesInglis joined Sage in 2022 after a decade-long stint at John Lewis.
Inglis joined Sage in 2022 after a decade-long stint at John Lewis.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
Marketing leaders from B2B businesses say the drive to humanise and connect with audiences is of paramount importance in today’s climate.
Spirax Sarco shifted its positioning three years ago to put its sustainability credentials at the heart of its messaging. Its top marketer explains how investing in its brand has strengthened its offer.
A complete overhaul of its brand architecture is just one of the ways RS Group is embracing the new role that marketing has to play in the B2B business.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
Research from LinkedIn’s B2B Institute and Warc suggests showing a “promise to the customer” could be revolutionary for B2B brands looking to increase their brand marketing spend.
Zendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Despite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.
Investment in sales and marketing increased to £411m, helping “drive results”, according to its CEO , who also flagged increased efficiencies in marketing.
Microsoft is, by far, the world’s most valuable B2B brand and is worth almost double that of its nearest rival, Amazon.
Determined 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.
In a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
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.
Much 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.