3 in 15: New thinking in B2B marketing

Discusses the similarities in B2B and B2C marketing best practice, the role of emotion in B2B marketing and the new generation of B2B buyers reaching leadership positions.

Where to listen


00:40 – Why B2B marketing? 01:33 – What are the similarities between B2B and B2C? 05:25 – Building brand fame. 06:12 – The role of emotion in B2B marketing. 08:47 – Where does brand purpose fit into B2B marketing? 09:34 – What examples are there of brands thinking this way? 10:04 – The new generation of B2B buyers reaching leadership positions. 11:25 – How does this translate into media and creative strategies?

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