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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Brands are not reaching the inflated expectations of B2B buyers, according to our 2023 B2B Superpowers Index, and there is a huge opportunity for those who can evolve their brand experiences, at speed and at scale, to stay relevant to increasing buyer needs and expectations.
Changing market dynamics and the economic realities of 2023 also mean that B2B buyers are now accountable for every single dollar they spend, and B2B brands need to work harder than ever before to build trust, win customers and drive loyalty.
This brand-new podcast series, featuring guest insights from world-renowned experts in brand strategy and marketing, looks at how B2B brands can rise to the challenge and build progressive, customer-centric brand experiences that both meet and exceed the expectations of today’s B2B buyers.
By exploring the decision drivers that matter most in the B2B purchase journey, we’ll dig deep into why some brands are more successful than others and provide insights and strategies on how to develop brand experiences that not only serve the needs of a buyer’s organization, but also deliver personal value to the individuals behind a purchase decision.
#1: Richard Shotton
To kick off the series, Nick Hague is joined by Richard Shotton, founder of the consultancy Astroten which specializes in applying behavioral science to marketing, and author of the hugely popular The Choice Factory. In this episode, Richard discusses key learnings from his latest book, The Illusion of Choice, and explains how behavioral science can be used to understand and influence the way buyers behave to help marketers win new customers, retain old customers, and sell more in the future, even at a higher price.
#2: Jon Lombardo
In the second episode of the series, Nick Hague is joined by Jon Lombardo, Global Head of Research at The B2B Institute, a thinktank funded by LinkedIn. Jon is a true marketing expert, having previously headed up social media at GE where he developed their global social listening program and Global Social Media Center of Excellence. These days, he spends his time managing a team of researchers and academics in the pursuit of uncovering contrarian insights to help B2B marketers gain a competitive edge.
#3: Byron Sharp
In the third episode of the series, Nick Hague is joined by Byron Sharp, Professor of Marketing Science and Director at the Ehrenberg-Bass Institute, the world’s largest center for research into marketing. Byron is considered one of the world’s leading experts on brand strategy and growth, and his first book, How Brands Grow: What Marketers Don’t know, has been called one of the most influential marketing books of the past decade. Since then, he’s followed this up with other successful books including How Brands Grow: Part 2, which he co-wrote with Jenni Romaniuk.
#4: Oliver Truman & Simi Dhawan
In the fourth and final episode of the series, Nick Hague is joined by two B2B International colleagues, Oliver Truman and Simi Dhawan. Since 2019, B2B International and Merkle have been tracking the evolving shape of business culture to guide B2B brands on how best to keep pace with the dynamic and ever-changing market of B2B buyer expectations and needs.