Kicking off the series, in our first podcast, Pete Markey, CMO Boots and B2B expert expands on the most pressing B2B challenges, including making purpose real and embedded. Listen here to his views on this and why B2B brands need to be braver and more confident.
In our 2nd podcast, Antonia Wade, Global CMO PWC shares her thoughts on how to get the value of B2B marketing to be better understood – from getting objective results to training teams to have the moral courage, data authority and commercial acumen to drive home the reason why. No more excuses B2B.
Stand and deliver. In our third episode, James Harris, Director, Head of Marketing, Fidelity International expands on why CMOs need to be commercial by talking the language of the sales team and how to ensure marketing plays a role throughout the value chain. By having a holistic understanding from prop dev to comms, marketeers earn the right to push boundaries and add more value.
Get your heads above the parapet. Hear Lucy Carver, ESG and Sustainability Adviser on why intent is no longer enough. In our fourth episode we discuss how businesses can lean in and play their part in meeting societies biggest challenges, from working out the role for the business, to collaboration and metrics for measurable action.
Challenger is as challenger does. Hear Rachel Kerrone, Head of Brand, Starling Bank on tackling the sexist and stereotypical portrayal of women in finance. In this episode we talk about: why B2B marketing has to change; that personality can no longer take a back seat and driving a campaign for change.
In our sixth episode, Ali Crossley, Managing Director, Distribution, L&G talks B2B digital buying behaviour; why future leaders need to be not only technical but also empathetic communicators and why there’s no option for the fs industry but to change.
For over twenty five years Fiona has positioned and launched global brands. Beginning her career in advertising with Ogilvy & Mather, then Y&R and Burson-Marsteller, she moved into management consultancy, becoming a Principal Consultant at The Foundation and Managing Director of WPP’s strategic marketing agency Everystone, Specialising in proposition development and delivering marketing led business change, she leads VCCP Business' business development and marketing.
Contact: firstname.lastname@example.org; 0207 861 3980