B2B Marketing Needs Don Draper - How SAP is redefining B2B marketing

Nov 8, 2023

Private Equity and B2B Marketing: Unlocking the Power of Brand

Welcome back to "B2B Needs Don Draper," the show that puts the martini back in marketing. We have a special double-feature episode that dives deep into the world of B2B marketing and the often-neglected power of branding. Our first guest is David Turner, a seasoned expert in the B2B tech sector with a remarkable track record. David has held senior positions in companies like IRIS Group, Netsuite Oracle, and Unit 4, making him a go-to strategist for businesses ranging from SaaS startups to Private Equity giants. With his unique blend of problem-solving skills and brand-building expertise, David is here to shed light on the intersection of private equity and B2B marketing. Joining David is Richard Parsons, the co-founder of True, a leading creative and media B2B agency that has worked with an impressive roster of clients, including industry giants like Adobe, Cisco, and Oracle. With over three decades of experience, Richard brings a wealth of insights into the ever-evolving landscape of B2B marketing. In this episode, we'll explore: * How businesses have been pushed down the B2B marketing funnel and the role of commercial objectives in this transformation. * Why Private Equity companies don't often prioritise branding and how it can make a difference. * An in-depth look at memorable campaigns, including the London Underground takeover by Iris and the creative campaign CODA. * The Evolution of Media: How the digital age has changed the way big brand stories are delivered and why some marketers have lost faith in proven strategies. * Analysing the shift in marketing practices and the importance of incorporating consumer marketing techniques into B2B strategies.. * CMO Roles and Brand Valuation: Discussing the changing landscape of CMO roles and how to value B2B brands in today's market.

40 min