It’s an open secret that B2B lead generation has some big problems. The sector has grown exponentially in recent years, with growth in self-service tech platforms and offshore telemarketing expanding the options available to marketers, driving down costs but too often taking quality with it. As an industry veteran of 30 years standing, Tony Uphoff felt it was time to speak out, writing an open letter to the industry, calling out bad practice and defining what’s required to set the lead gen sector straight. We enjoyed discussing this refreshingly honest views on lead gen for the B2B Marketing P ..read more

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with the Creative Director at Revere, Dan Sillifant, alongside the Chief Digital Officer at Revere, Chris Scott. The trio discuss Revere’s journey with AI from both a creative and business point of view. Plus, the two share advice for those who aren’t implementing AI into their agency, as well as the common mistakes that might be happening. Want to find out how to implement the ideal ratio of human to AI implementation? Stay tuned and listen to the full episode now ..read more

Juniper needed a bold approach to make its new campaign, which highlighted its ability to enable the ongoing AI revolution via its network technology and stand out amidst a tidal wave of AI-related messages. Its solution? Front the campaign with Hollywood and former Mad Men star Christina Hendricks – the latest in a growing trend for B2B brands to buy into star quality. But as Jean English explains in the latest edition of the B2B Marketing Podcast, the results have been excellent and fully justified this unusual approach. For more on this campaign, plus Jean’s insights from being a serial tec ..read more

Which marketing tools should you prioritize if you’re launching a new business banking brand into the crowded UK market? That was one of the questions that Joel Harrison, Editor-in-Chief, B2B Marketing asked Conrad Ford, Head of Innovation and Strategy at Allica Bank - which was recently crowned the UK’s Fastest Growing Company by The Sunday Times, when he interviewed him for the B2B Marketing Podcast. Forget cutting-edge social media or dynamic content formats, Conrad’s surprising answers were ‘employee engagement’ and ‘channel marketing’ – our mind was duly blown ..read more

Dassault Systémes is a €4.5b tech company that’s highly successful in multiple markets but is remarkably little known outside its core customer segments and home nation of France. In a bid to change that, VP of marketing Victoire de Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London’s Piccadilly Circus digital billboards (equivalent to New York’s Times Square). But in this episode of the B2B Marketing Podcast, she explained to Joel Harrison, that this is much more than just an out-of-home campaign, and ..read more

Martech is fundamental to producing great B2B marketing in 2024, but outlandish vendor claims, integration problems and functional redundancy have led to a high level of cynicism amongst many B2B marketers. But Clevertouch’s latest ‘State of Martech 2024’ report has revealed cynicism on the wane and positivity on the rise – so why are we falling in love with martech again, and what do we need to work on to keep our relationship on track? Joel Harrison met with Clevertouch CEO Adam Sharp and Rob Angell, incoming professor of marketing at Stirling University to discuss the findings. Check out th ..read more

In this week’s episode of the podcast, Joel Harrison, Editor-in-chief, B2B Marketing spoke with Shane Redding, Propolis Strategy Expert and Scott Stockwell, Senior Brand Strategist, IBM about all things B2B Ignite 2024. Hot off the event, the trio discussed the essential takeaways from the event, from bettering your brand to how HR can support marketing and leading through crisis. Plus, they talk about some of the individual sessions such as Funnel Fuel’s session on the cookie apocalypse and Mark Grist’s session on engaging with the toughest audience, as well a few others where our experts act ..read more

In the latest episode of our B2B podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Beatrice Alabaster, Podcast Host, Senior Strategist, Earnest to discuss how women in the B2B sector can advance in their careers. The duo delve into everything from how to break through the glass ceiling in a traditionally male-dominated industry and the importance of mentorship to how women can advocate for their female peers and the gender pay gap. Plus, they touch on why imposter syndrome can set you back and how to tackle it head on if you’re changing roles or shifting into a B2B space ..read more

The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities. So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year’s festival with Teresa Allen of Magnus Consulting and fractional B2B CMO Kate Cox ..read more

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Ryan Miles, Director – International Marketing at Microsoft Advertising, to discuss the nature of marketing at one of biggest household names in the world. Ryan and David also chat through the realities of omnichannel marketing, what’s driving innovation in marketing today, and the possibilities provided by AI. If you want to hear more from Ryan, you can find him on the ‘B2B at scale’ track at B2B Ignite on 3 July for his session 'AI in Action!’ Ryan will be diving into practical examples of AI-driven strategies that d ..read more