The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top.
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Our research showed that building a strong brand position has become one of the top B2B marketing strategies of focus. Here at B2B International, we help our clients create the ultimate brand experience through thought leadership, brand health tracking and understanding customer expectations (to name just a few).
However, we don’t just stop at the research. We wanted to invite some of the B2B Brand Masters onto our B2B Insights Podcast to give you some insights and top tips to help inspire your brand strategy throughout 2022 & beyond.
#1: Mark Ritson
In this first episode, Nick is joined by Mark Ritson, a Virtual Marketing Professor with extensive experience in helping individuals and organizations become brand experts. Key discussion points include the role of brand management in B2B markets, long-term brand building vs short-term sales activation, the importance of brand measurements and the power of emotion and purpose in modern B2B branding.
#2: Peter Weinberg
In this second episode, Nick is joined by Peter Weinberg, global lead at the B2B Institute, a think tank funded by LinkedIn which researches the future of B2B marketing and decision making. Nick and Peter discuss why the most valuable ideas are contrarian ideas, the benefits of short-term and long-term brand building and the concepts behind the trends “War on Brand”, “Blockbuster Marketing” and “The Death Of Hyper Targeting”.
#3: Peter Field
In this third episode, Nick is joined by Peter Field, marketing consultant and known to some as the “Godfather of Effectiveness”. They discuss key insights from some of Peter’s recent papers, how B2B companies should invest in their marketing and which media channels drive the most value for B2B marketers.
#4: Jenni Romaniuk
In this fourth episode, Nick is joined by Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute in Australia. They discuss the research behind her recently updated ‘How Brands Grow 2’ book, why the law of ‘Double Jeopardy’ is the secret to how brands grow and the importance of the ‘Duplication of Purchase’ law.