The Year Ahead 2025: B2B marketers in experimental mode as brand revival builds
With brand marketing only increasing in focus in B2B, interest in podcasts, influencer tie-ups and social video is set to ramp up over the next 12 months.
Most B2B video ads fail to gain ‘adequate attention or drive recall’
Hannah RashbassNew research from the LinkedIn B2B Institute and Media Science reveals 81% of B2B video adverts fail to register.
Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
Molly InnesFrom warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
‘Educational, entertaining, emotional’: B2B marketers on the risks and rewards of exploring new channels
Hannah RashbassMedia fragmentation means new channels are popping up all the time. B2B marketers share the opportunities and challenges of testing these new spaces.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?