American Express and the new philosophy of the B2B CMO

Sam Peña-Taylor

Business to business advertising doesn’t need to be dull, but the marketers that put these communications together must get to grips with the effects of their work, particularly regarding the business’s profitability, says American Express’s UK B2B marketing chief.

The cliché of B2B marketing as the output of emails and whitepapers to build warm leads for the sales department is fading, giving way to a new post-COVID reality. It’s a landscape of great opportunity and risk.

“If you’re an SME at this point, you either died, you went out of business, you pivoted or you were really robust and you survived and you’re still the same business you were when this whole thing kicked off,” Rupert Bedell, Vice President of Marketing at American Express, told the B2B Marketing Revolution (London, April 2022) organised by B2B specialist agency True.

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