Purists vs pragmatists: What is ABM’s role in the strategic mix?
Hannah RashbassAs account based marketing (ABM) gains traction among B2B giants like PwC and Thomson Reuters, how can it best be used to increase marketers’ strategic reach?
Gucci commits to making marketing ‘more efficient’ after sales slip 25%
Hannah RashbassWith an ex-marketer set to take the reins as CEO, Gucci continues to shake up its communications team and strategy amid weak Q3 sales.
‘We are going to shake things up’: Virgin Voyages on enticing a different type of traveller to cruising
Hannah RashbassEmbracing its disruptive spirit, Virgin Voyages attempts to capture the attention of younger audiences and redefine cruising for all travellers.
Specificity vs complexity: How HSBC and Deloitte differentiate in B2B
Hannah RashbassThe B2B marketing leads at HSBC and Deloitte say they leverage their unique strengths to craft distinct B2B brand stories.
How Mastercard’s B2B marketing boss changed sales’ view of marketing
Hannah RashbassMastercard’s sales team used to inundate marketing with requests for “pretty pictures” but the brand’s B2B marketing lead has redefined its role by prioritising human relationships.
‘We needed to simplify the story’: How one B2B business rebranded after multiple acquisitions
Hannah RashbassThe London Stock Exchange Group went on a transformation journey to simplify and refine its brand architecture and message following expansion.
LVMH ‘not giving up’ on brand investment despite weak sales
Hannah RashbassThe luxury goods giant has committed to brand investment despite experiencing its first quarterly revenue decline since the pandemic.
Siemens: Our employees are brand influencers
Hannah RashbassWhile influencer marketing is a well-trodden path in B2C, tech giant Siemens thinks influencers should look a little different in the B2B world.
‘Don’t be afraid to pivot’: One CMO on why change isn’t a bad thing
Hannah RashbassFrom his early career as a media journalist to senior marketing roles at Betfair, Just Eat and now Carwow, Ben Carter has used his knowledge of the internet revolution and passion for change to climb the ladder.
Social video most ‘trusted’ form of content influencing B2B tech buyers, survey finds
Hannah RashbassNearly two-thirds of B2B tech buyers say that short-form social video content helps inform buying decisions, according to research from LinkedIn.
First Choice on borrowing fashion’s ‘shop the look’ model to engage Gen Z travellers
Hannah RashbassInspired by the fashion industry’s success with social shopping, First Choice launched an influencer marketing campaign to entice the next generation of holiday-goers.
One B2B charity on driving growth during challenging times
Hannah RashbassThrough strategic partnerships and creative, low-cost approaches, Pennies has achieved 40% growth in the face of economic challenges.
Premier Inn’s top marketer Tamara Strauss departs
Hannah RashbassGlobal customer director Tamara Strauss has left Premier Inn after five years with the company.
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.
Uber invests in brand partnerships to drive sustainability goals
Hannah RashbassUber has signed a number of partnerships to help it achieve its goal of being both sustainable and profitable, which it believes will “set Uber apart from the competition”.