How Hiscox’s B2B marketing mixes old and new

Stephen Whiteside

Hiscox, the insurance provider, is seeking to take advantage of the various new opportunities now available in business-to-business marketing.

Business-to-business (B2B) marketing traditionally has been regarded as a poor relation to its consumer-focused counterpart – but that stereotype now appears increasingly outdated.

“There is this opportunity for B2B marketeers to step up,” Russ Findlay, EVP/chief marketing officer at Hiscox USA, the insurance company, told delegates at BRITE 2018, a conference held by The Center on Global Brand Leadership at Columbia Business School.

Russ Findlay, EVP/chief marketing officer, Hiscox USA

Findley suggested that enterprise-centric strategies historically were premised on lower-funnel, tactical attempts to drive short-term demand. “I've made the wisecracks about being a short-order cook on occasion,” Findlay admitted. The...

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