Richard Parsons, Co-Founder and Martin Harrison, Strategy Director at true. We catch them fresh from the excitement of Cannes 2022, which finished the week before last. We thought it’d only be right to bring them back on the show to talk about what they’ve learned so far from the event, which has been something of a landmark since it’s the first time there’s been an award for B2B creativity. We discuss:Why this year's Cannes Lions was so important for B2B marketingWhat work got recognition at Cannes this yearAdvertising vs product extension vs business modelsThe focus on work around social purpose

Richard Parsons, Co-Founder and Martin Harrison, Strategy Director at true. We catch them fresh from the excitement of Cannes 2022, which finished the week before last. We thought it’d only be right to bring them back on the show to talk about what they’ve learned so far from the event, which has been something of a landmark since it’s the first time there’s been an award for B2B creativity. We discuss:<ol><li>Why this year's Cannes Lions was so important for B2B marketing</li><li>What work got recognition at Cannes this year</li><li>Advertising vs product extension vs business models</li><li>The focus on work around social purpose</li></ol>

A review of Cannes Lions 2022 for B2B Marketing

Miriam Faber

Miriam Faber is the UK Head of Business Marketing at Facebook by MetaMiriam has worked in B2B strategic marketing roles for 17 years, delivering award-winning content for agencies such as M&amp;C Saatchi, Adjust Your Set and Oliver Agency, before moving to Meta.She helps people understand how Meta can help build communities and drive business growth. Miriam is also a strong leader in driving Diversity &amp; Inclusion within Meta and sits within the trade body of D&amp;I boards at the IAB and ISBA.We talk about:The best strategies to drive long-term growth for B2B brandsWhat separates great ads from average onesWhen to start thinking about brand managementWhat the Metaverse actually is and the implications for brands

Miriam Faber is the UK Head of Business Marketing at Facebook by MetaMiriam has worked in B2B strategic marketing roles for 17 years, delivering award-winning content for agencies such as M&amp;C Saatchi, Adjust Your Set and Oliver Agency, before moving to Meta.She helps people understand how Meta can help build communities and drive business growth. Miriam is also a strong leader in driving Diversity &amp; Inclusion within Meta and sits within the trade body of D&amp;I boards at the IAB and ISBA.We talk about:<ol><li>The best strategies to drive long-term growth for B2B brands</li><li>What separates great ads from average ones</li><li>When to start thinking about brand management</li><li>What the Metaverse actually is and the implications for brands</li></ol>

Miriam Faber on making sense of Meta for B2B

David Tiltman

David Tiltman is the SVP of Content for WARC. They provide the latest evidence, expertise and guidance to make marketers more effective. Their clients include the world's largest advertising and media agencies, research companies, universities and advertisers. WARC features advertising case studies and best practices from more than 50 respected industry sources, including Cannes Lions, The IPA and the DMA.We discuss:Why now is a great time to be in B2B marketingThe B2B effectiveness Ladder - ExplainedHow to move up the B2B Effectiveness LadderA scientific approach to B2B marketing

David Tiltman is the SVP of Content for WARC. They provide the latest evidence, expertise and guidance to make marketers more effective. Their clients include the world's largest advertising and media agencies, research companies, universities and advertisers. WARC features advertising case studies and best practices from more than 50 respected industry sources, including Cannes Lions, The IPA and the DMA.We discuss:<ol><li>Why now is a great time to be in B2B marketing</li><li>The B2B effectiveness Ladder - Explained</li><li>How to move up the B2B Effectiveness Ladder</li><li>A scientific approach to B2B marketing</li></ol>

David Tiltman on B2B marketing’s new dawn

James McCarthy

James McCarthy is the Director of Product Marketing at Similarweb. Now a public company and a 'unicorn', James leads the positioning and messaging across their products to market. Prior to Similarweb, James was CMO at Exonar and held senior roles at Microsoft across both B2B and B2C products. We discuss:The benefits and drawbacks of hyper-targetingWhen to invest in above the line advertisingHow the best B2B brands tell compelling stories full of emotionHow Similarweb budgets towards brand building vs sales activation

James McCarthy is the Director of Product Marketing at Similarweb. Now a public company and a 'unicorn', James leads the positioning and messaging across their products to market. Prior to Similarweb, James was CMO at Exonar and held senior roles at Microsoft across both B2B and B2C products. We discuss:<ol><li>The benefits and drawbacks of hyper-targeting</li><li>When to invest in above the line advertising</li><li>How the best B2B brands tell compelling stories full of emotion</li><li>How Similarweb budgets towards brand building vs sales activation</li></ol>

James McCarthy on the truth behind B2B brand building

Max Kahn is the Head of Growth for SAP.IO. Max is helping to scale SAP's start-up partner ecosystem, make connections between start-ups and enterprise customers, and expand into new markets across the Americas, Europe, Middle East, and Asia. We talk about:The role of design and creativity within brand growthWhen to focus on brand building vs demand genStaying true to brand while showing innovation and differenceHow to effectively communicate brand purpose

Max Kahn is the Head of Growth for <a href="http://SAP.IO" rel="nofollow" target="_blank">SAP.IO</a>. Max is helping to scale SAP's start-up partner ecosystem, make connections between start-ups and enterprise customers, and expand into new markets across the Americas, Europe, Middle East, and Asia. We talk about:<ol><li>The role of design and creativity within brand growth</li><li>When to focus on brand building vs demand gen</li><li>Staying true to brand while showing innovation and difference</li><li>How to effectively communicate brand purpose</li></ol>

Max Khan on driving global marketing through creativity

Ben Rhodes

Ben Rhodes worked as Group Marketing Director at Royal Mail and Vice President, Head of Brand Marketing &amp; Sponsorship at Mastercard, and is now the Group Brand Director at Phoenix Group, the largest long-term savings and retirement business in the UK. We discuss:The best way to drive long-term growth in B2B businessesHis approach to growing B2B business for Royal MailHow to keep a team at the sharp end of creativityCreating an environment that performs today and creates the future

Ben Rhodes worked as Group Marketing Director at Royal Mail and Vice President, Head of Brand Marketing &amp; Sponsorship at Mastercard, and is now the Group Brand Director at Phoenix Group, the largest long-term savings and retirement business in the UK. We discuss:<ol><li>The best way to drive long-term growth in B2B businesses</li><li>His approach to growing B2B business for Royal Mail</li><li>How to keep a team at the sharp end of creativity</li><li>Creating an environment that performs today and creates the future</li></ol>

Ben Rhodes on two decades of effectiveness expertise

Jazz Berry is the Senior B2B Marketing manager at Deliveroo for Work, which is a 'creative food solution for every area of your business'. Her most recent achievements include rebranding two different businesses within 12 months. She now heads up the marketing of Deliveroo’s corporate offering; Deliveroo for Work in 10 markets. We discuss:The size and scale of the B2B side of DeliverooCommunicating a B2B proposition with a ubiquitous consumer brandThe framework for successfully rebranding a B2B businessUsing advertising to grow existing customers - and win new ones

Jazz Berry is the Senior B2B Marketing manager at Deliveroo for Work, which is a 'creative food solution for every area of your business'. Her most recent achievements include rebranding two different businesses within 12 months. She now heads up the marketing of Deliveroo’s corporate offering; Deliveroo for Work in 10 markets. We discuss:<ol><li>The size and scale of the B2B side of Deliveroo</li><li>Communicating a B2B proposition with a ubiquitous consumer brand</li><li>The framework for successfully rebranding a B2B business</li><li>Using advertising to grow existing customers - and win new ones</li></ol>

Jazz Berry on creating healthy B2B sales and happy customers

Don Draper

Cos Mingides &amp; Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.

Cos Mingides &amp; Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year for B2B.

Why 2022’s a big year for B2B

Steve Vinall is the Director of Global Communications at Rackspace Technology. He articulates and shares the Rackspace story with all audiences. Steve leads their PR, AR, Customer Advocacy and Internal Communications teams across EMEA. He is a member of the Global Marketing Senior Leadership Team and is also accountable for Internal Communications globally. We discuss:The key parts of the Rackspace storyHow internal communications have shifted The main tools and channels used to build customer advocacyHow Rackspace manages brand building and sales activationThe best ways to drive long term growth in B2B marketingHow advertising impacts the company's ability to set prices and build B2B brands

Steve Vinall is the Director of Global Communications at Rackspace Technology. He articulates and shares the Rackspace story with all audiences. Steve leads their PR, AR, Customer Advocacy and Internal Communications teams across EMEA. He is a member of the Global Marketing Senior Leadership Team and is also accountable for Internal Communications globally. We discuss:<ol><li>The key parts of the Rackspace story</li><li>How internal communications have shifted </li><li>The main tools and channels used to build customer advocacy</li><li>How Rackspace manages brand building and sales activation</li><li>The best ways to drive long term growth in B2B marketing</li><li>How advertising impacts the company's ability to set prices and build B2B brands</li></ol>

Steve Vinall on the art of global communications

Amie Stankiste

Amie Stankiste is responsible for building and executing the global marketing strategy for S&amp;P Global Market Intelligence, now a $2 billion+ business within a highly competitive industry.Amie leads an award-winning team of 80 marketing professionals focused on driving growth, through generating quality leads and converting them into a sales pipeline.We discuss: How ESG plays a role in communications and brand buildingMerging two globally recognised brandsHer view on 'Big Impact" campaigns and how they can be used The importance of emotional messaging in FS marketing

Amie Stankiste is responsible for building and executing the global marketing strategy for S&amp;P Global Market Intelligence, now a $2 billion+ business within a highly competitive industry.Amie leads an award-winning team of 80 marketing professionals focused on driving growth, through generating quality leads and converting them into a sales pipeline.We discuss: <ol><li>How ESG plays a role in communications and brand building</li><li>Merging two globally recognised brands</li><li>Her view on 'Big Impact" campaigns and how they can be used </li><li>The importance of emotional messaging in FS marketing</li></ol>

Amie Stankiste on investing in effective marketing within financial services

B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew.B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC. She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors and coaches a team of 45 people. We discuss:﻿How HSBC uses marketing to engage with customers and drive business goalsIs it better to increase brand loyalty or increase penetrationHow the pandemic has impacted customer engagement with financial servicesThe impact advertising has on HSBC's ability to set prices and build brandHow to split your budget between lead generation vs longer-term brand buildingThe role sustainability plays in the way HSBC builds their brandHow B2B can best harness the power of emotion

Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC. She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors and coaches a team of 45 people. We discuss:<ol><li>﻿How HSBC uses marketing to engage with customers and drive business goals</li><li>Is it better to increase brand loyalty or increase penetration</li><li>How the pandemic has impacted customer engagement with financial services</li><li>The impact advertising has on HSBC's ability to set prices and build brand</li><li>How to split your budget between lead generation vs longer-term brand building</li><li>The role sustainability plays in the way HSBC builds their brand</li><li>How B2B can best harness the power of emotion</li></ol>

Katherine Lamb on calibrating global marketing strategy at HSBC

Michelle Goodall is the Chief Marketing Officer at Guild, a platform for professional communities and networking. She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant.In previous roles, she’s worked with some of the world’s most recognisable brands including Unilever, the BBC, Viacom, Direct Line and General Mills, to name a few. ​​We discuss:How Guild successfully grew their user base Creating a community &amp; how it can help B2B brand growthThe role of ‘belonging &amp; purpose’ when building a brandSplitting your budget between long term brand building and short term sales activationWhat’s more important: the idea or the execution

Michelle Goodall is the Chief Marketing Officer at <a href="https://guild.co/" rel="noopener noreferrer nofollow" target="_blank">Guild</a>, a platform for professional communities and networking. She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant.In previous roles, she’s worked with some of the world’s most recognisable brands including Unilever, the BBC, Viacom, Direct Line and General Mills, to name a few. ​​We discuss:<ol><li>How Guild successfully grew their user base </li><li>Creating a community &amp; how it can help B2B brand growth</li><li>The role of ‘belonging &amp; purpose’ when building a brand</li><li>Splitting your budget between long term brand building and short term sales activation</li><li>What’s more important: the idea or the execution</li></ol>

Michelle Goodall a primer on B2B brand communities

Keith Browning

Keith Browning is the Brand Marketing Global Lead at LinkedIn Marketing Solutions. With over a decade's marketing experience in start-up and blue-chip companies alike, Keith currently leads Brand Marketing globally for LinkedIn’s Marketing Solutions business unit.He has created stand-out marketing campaigns across the US and Europe for a number of well-known brands across the travel, tech &amp; hospitality sectors.Keith is a keynote speaker in many areas of Marketing, most notably B2B Marketing and Brand Marketing. We discuss:Unaided brand awareness - What it is and its strategic value What makes an effective campaign and how to measure successWhy LinkedIn invests in TV advertisingWhat makes great B2B advertisingHow B2B can harness the power of emotionHow do the best B2B brand builders use LinkedIn to build their brand

Keith Browning is the Brand Marketing Global Lead at LinkedIn Marketing Solutions. With over a decade's marketing experience in start-up and blue-chip companies alike, Keith currently leads Brand Marketing globally for LinkedIn’s Marketing Solutions business unit.He has created stand-out marketing campaigns across the US and Europe for a number of well-known brands across the travel, tech &amp; hospitality sectors.Keith is a keynote speaker in many areas of Marketing, most notably B2B Marketing and Brand Marketing. We discuss:<ol><li>Unaided brand awareness - What it is and its strategic value </li><li>What makes an effective campaign and how to measure success</li><li>Why LinkedIn invests in TV advertising</li><li>What makes great B2B advertising</li><li>How B2B can harness the power of emotion</li><li>How do the best B2B brand builders use LinkedIn to build their brand</li></ol>

Keith Browning, lessons in brand marketing effectiveness

Rosie Guest is the CMO at Apex Group and a member of their Executive Committee.She’s ​​led and scaled the Group Marketing and Communications function at Apex as it’s grown from a mid-sized asset management provider to an institutional-sized financial services provider. She now runs a centralised global team across all functions and sub-brands.On top of all that, she was also the Winner of 'Disruptor of the Year' at the 2020 Women in Finance Awards.We discuss:How to get skeptical execs to believe in the power of ‘brand’The role of the brand positioning How to best drive long term growth in B2B financial services marketingFinding the balance between short-term sales activation and long-term brand buildingBrand loyalty vs increasing market penetration

Rosie Guest is the CMO at Apex Group and a member of their Executive Committee.She’s ​​led and scaled the Group Marketing and Communications function at Apex as it’s grown from a mid-sized asset management provider to an institutional-sized financial services provider. She now runs a centralised global team across all functions and sub-brands.On top of all that, she was also the Winner of 'Disruptor of the Year' at the 2020 Women in Finance Awards.We discuss:<ol><li>How to get skeptical execs to believe in the power of ‘brand’</li><li>The role of the brand positioning </li><li>How to best drive long term growth in B2B financial services marketing</li><li>Finding the balance between short-term sales activation and long-term brand building</li><li>Brand loyalty vs increasing market penetration</li></ol>

Rosie Guest on mapping B2B financial services marketing

Susi O’Neill is Head of Brand Content at Kaspersky. She leads global editorial and creative delivery for B2B brand projects for Kaspersky, the world's largest privately-owned cybersecurity firm. Susi leads multi-disciplinary teams to transform data insight into high performing brand strategy and digital experiences. Her team crafts video, multimedia and thought leadership brand awareness content that turns heads and wins awards. We discussHow Kaspersky makes content relevant for all customer basesWhat Kaspersky's brand strategy 'Bring on the future' meansHow to make the topic of cyber security engaging &amp; fun to build brandThe role of fame &amp; how B2B brands should think about achieving itWhat makes a successful agency and campaign 

Susi O’Neill is Head of Brand Content at Kaspersky. She leads global editorial and creative delivery for B2B brand projects for Kaspersky, the world's largest privately-owned cybersecurity firm. Susi leads multi-disciplinary teams to transform data insight into high performing brand strategy and digital experiences. Her team crafts video, multimedia and thought leadership brand awareness content that turns heads and wins awards. We discuss<ol><li>How Kaspersky makes content relevant for all customer bases</li><li>What Kaspersky's brand strategy 'Bring on the future' means</li><li>How to make the topic of cyber security engaging &amp; fun to build brand</li><li>The role of fame &amp; how B2B brands should think about achieving it</li><li>What makes a successful agency and campaign </li></ol>

Susi O'Neill discusses cyber security & creative effectiveness

Mark Bogaerts is the Director of Brand &amp; Sponsorship for Tata Consultancy Services. TCS is part of the Tata group, India's largest multinational business group. Mark is responsible for driving the TCS brand &amp; sponsorship strategy across the UK &amp; Europe and applying a consistent, integrated brand strategy. He was also global sponsorship manager for Heineken for over ten years, where he led rugby partnerships for the Rugby World Cup and Heineken Champions Cup, among others. We talk about:What it means to be 'A bit more Don Draper' What he learned from 10 years at Heineken that he now uses to build brand at TCSWhy TCS sponsors sporting events The hidden risks involved with sponsorships Harnessing the power of emotional messagingHow TCS use Purpose to build their brand We hope you enjoy our insightful conversation.

Mark Bogaerts is the Director of Brand &amp; Sponsorship for Tata Consultancy Services. TCS is part of the Tata group, India's largest multinational business group. Mark is responsible for driving the TCS brand &amp; sponsorship strategy across the UK &amp; Europe and applying a consistent, integrated brand strategy. He was also global sponsorship manager for Heineken for over ten years, where he led rugby partnerships for the Rugby World Cup and Heineken Champions Cup, among others. We talk about:<ol><li>What it means to be 'A bit more Don Draper' </li><li>What he learned from 10 years at Heineken that he now uses to build brand at TCS</li><li>Why TCS sponsors sporting events </li><li>The hidden risks involved with sponsorships </li><li>Harnessing the power of emotional messaging</li><li>How TCS use Purpose to build their brand </li></ol>We hope you enjoy our insightful conversation.

Mark Bogaerts unveils the power of B2B brand sponsorships

Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about:What being 'a bit more Don Draper' means to him and his purpose behind launching this podcast Why he co-founded True What B2B advertising is lackingThe 5 principles of growth in B2B marketing and why some marketers don't use itWe hope you enjoy our fascinating conversation with Cos.

Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about:<ol><li>What being 'a bit more Don Draper' means to him and his purpose behind launching this podcast </li><li>Why he co-founded True </li><li>What B2B advertising is lacking</li><li>The 5 principles of growth in B2B marketing and why some marketers don't use it</li></ol>We hope you enjoy our fascinating conversation with Cos.

Cos Mingides on Why B2B Marketing Needs Don Draper Part.2

Mark Cullen is the Chief Marketing Officer at Simon Kucher &amp; Partners.Simon Kucher &amp; Partners is a global consulting firm specialising in strategy, marketing, pricing, and sales. Founded in 1985, the company now has around 1,400 professionals worldwide and is regarded as the world's leading pricing advisor and thought leader.We talk about:How stand-up comedy experience translates into marketing Risk taking and making the differenceGrowing your top line vs cutting costsImportance of writing a good creative brief We hope you enjoy our exquisite conversation with Mark.

Mark Cullen is the Chief Marketing Officer at Simon Kucher &amp; Partners.Simon Kucher &amp; Partners is a global consulting firm specialising in strategy, marketing, pricing, and sales. Founded in 1985, the company now has around 1,400 professionals worldwide and is regarded as the world's leading pricing advisor and thought leader.We talk about:<ol><li>How stand-up comedy experience translates into marketing </li><li>Risk taking and making the difference</li><li>Growing your top line vs cutting costs</li><li>Importance of writing a good creative brief </li></ol>We hope you enjoy our exquisite conversation with Mark.

Creativity, Stand-Up Comedy and Commercial Success

Richard Parsons

Richard Parsons is the Co-Founder and Managing Director at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about:What being 'a bit more Don Draper' means to himRichard's purpose behind launching this podcast Why he co-founded True Richard's take on ABM and how it should be done properlyWhat makes great work stand outWe hope you enjoy our fascinating conversation with Richard.

Richard Parsons is the Co-Founder and Managing Director at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about:<ol><li>What being 'a bit more Don Draper' means to him</li><li>Richard's purpose behind launching this podcast </li><li>Why he co-founded True </li><li>Richard's take on ABM and how it should be done properly</li><li>What makes great work stand out</li></ol>We hope you enjoy our fascinating conversation with Richard.

Richard Parsons on Why B2B Marketing Needs Don Draper Part.1

B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

B2B Marketing Needs Don Draper

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The best episodes for anyone looking to learn more about topics such as happiness, fulfillment, depression and psychology/mental health in general. With interviews with industry experts, personal stories of individuals, this topic has lessons applicable to everyone. Add episodes you're interested into your queue below!