By Ed Davis BBN Ltd In recent years, a fascinating trend has emerged in the corporate world. CFOs exhibit greater confidence in marketing’s ability to generate revenue than CMOs. A recent survey highlights this disparity, with CFOs expressing 30% more confidence in marketing’s revenue-generating potential than their marketing counterparts. This revelation is not just surprising; it’s a wake-up call for marketing leaders across industries. The Growing Confidence Gap It’s perplexing to see this confidence gap widen over the years. As a marketing professional who has observed this trend since ..read more

BBN Partner, Custom Media, an award-winning B2B marketing agency based in Tokyo, has recently launched its insightful report titled “Insights from the Content Marketing Landscape in Japan” at the Foreign Correspondents’ Club of Japan. The report surveyed leaders from major Japanese and global businesses within Japan’s marketing industry, uncovering their primary content marketing objectives, methods for measuring effectiveness, and the key platforms they use to share content. A central theme of the report is the critical role of storytelling in content marketing. Key Findings: Storytelling ..read more

Imagine stepping into your neighbourhood convenience store. But its once familiar décor has transformed into a cavernous, barely recognizable space. Only one aisle shelves a handful of unfamiliar items. A pushy bouncer hovers around you, pointing a finger toward an unattended cash register. Signage everywhere screams “buy now”. This may sound bizarre in a real-world scenario. Yet, many landing pages we visit from B2B campaigns often feel remarkably similar: stand-alone pages, sanctioned off from the rest of a functioning website, with context lacking — maybe just a headline, a curt paragraph ..read more

If you’re a corporate marketer whose job is to get a B2B marketing message in front of a global audience, is the structure of your agency’s network really of importance when you’ve got so many other considerations when appointing a creative partner? After all, there are a diverse array of models (we’ve counted 20), and even if you are just considering the two largest categories: holding company networks and partnerships, how much of a difference can it make? On the surface, the holding company model seems like a good deal for clients – a central point of contact, offices in numerous markets ..read more

David Jordan BBN Partner, Bader Rutter, USA Introduction As marketers, we deploy more high-tech tools and better metrics than ever. But information alone does not equal persuasion. B2B marketers must engage audiences meaningfully. Here are five focus points our agency leaders identified as the keys to success today:   1. Customers Seek Positivity Amid the contentious polarization fouling social media, people crave trusted brands that support them or, at the very least, provide a calming voice. Stronger brands exemplify our shared humanity through optimism and certainty. Why this matte ..read more

In a remarkable showcase of excellence and creativity, BBN partner agencies have once again demonstrated their prowess in the global marketing arena. At the industry’s recent prestigious B2 Awards, BBN partners collectively won 19 awards, representing approximately 14.84% of the total 128 awards presented—more than any other agency or group.   Standout Performances by BBN Partners These BBN partner agencies stood out for their impressive haul of awards: Park & Battery: Agency of the Year – Small: GOLD Content Marketing: GOLD for Esquire Bank: Champions of Social Justice Influencer M ..read more

The addition of two specialist B2B marketing agencies solidifies BBN’s presence in Asia Pacific. We’re delighted to have added two new Asia-Pacific (APAC) agencies to our partnership. Joining BBN are Brew Interactive, a digital marketing agency headquartered in Singapore that focuses on content media and account-based marketing for high-growth companies, and Custom Media, an award-winning full-service B2B agency located in Tokyo that harnesses local and international expertise to bridge the gap between Japan and the world. “Brew Interactive and Custom Media are fantastic additions to our part ..read more

Welcome to the fifth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless marketers. These strategies are designed to help you seize market share and excel in the competitive B2B landscape. So far, we’ve tackled various dimensions of B2B marketing—from deepening bonds with customers to maximizing digital marketing success, the role of influencers and the importance of quality content. If you missed our earlier articles, catch up here: Deepening Bonds with B2B Customers Maximizing Digital Marketing Success Leveraging B2B Influencer Ma ..read more

Welcome to the fourth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless marketers. These strategies are designed to help you seize market share and excel in the competitive B2B landscape. So far, we’ve tackled various dimensions of B2B marketing—from deepening bonds with customers to maximizing digital marketing success and the role of influencers in B2B markets. If you missed our earlier articles, catch up here: Deepening Bonds with B2B Customers Maximizing Digital Marketing Success Leveraging B2B Influencer Marketing Today, we ..read more

Welcome to the third instalment, focusing on smart investment strategies for fearless marketers aiming to win market share in the B2B landscape. In this series, we’ll explore and expand on various facets of B2B marketing. We’ve already explored the crucial shift from transactional to transformational B2B customer relationships and provided a comprehensive overview of the technologies essential for modern marketing. In this article, we discover the power of influencer partnerships and community-building in B2B marketing. Learn how these strategies boost brand credibility, deepen engagement, and ..read more