Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
While budget cuts are never welcome, by reframing it as an opportunity to rethink how things are done, marketers might be able to turn a negative into a positive.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
The role of fractional CMO is gaining pace, but how can marketers best set themselves up for success if they decide to take the plunge?
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Rather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
In the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
From AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.