Simplyhealth is on a mission to democratise private healthcare and raise awareness, as it repositions marketing as an “engine for growth” within the business.
Amex Global Business Travel has created separate CMO and chief product and strategy officer positions as it looks to boost the role of marketing and product at the business.
Pressure to justify marketing investment to business leaders is becoming a “much more common theme” for UK B2B marketers, according to exclusive research from LinkedIn.
B2B financial services firm Payhawk is investing in brand building as it looks to drive awareness and better connect with customers on a “human” level.
EY has launched two campaigns in a week, with new creative ‘Generations’ set to remind its clients about the responsibility they have in building the future.
The B2B software firm beat the British Heart Foundation’s ‘Streams of (un)consciousness’ to take home the top prize.
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.
Media fragmentation means new channels are popping up all the time. B2B marketers share the opportunities and challenges of testing these new spaces.
In the first of a new series, Customer-First Thinking, we explore how a massive B2B business manages to remain insight-driven and not fall into silos.
As more B2B brands embrace creativity it’s essential the foundations of good marketing are not forgotten. As ever, consistency is crucial.
To win over CFOs, marketers must go beyond speaking the language of finance. They need to understand the ‘hidden persuaders’ shaping financial priorities.
Study after study shows emotion makes advertising more effective and memorable. B2B brands have been slow to join the party but many are now waking up to the benefits of using emotion to stand out.
Almost a quarter of B2B marketers are actively looking for a new role, while 32% are open to opportunities.