Why B2B brands should adopt a challenger mindset
Our new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
In a new video series sponsored by The Marketing Practice, Marketing Week looks at how B2B brands today are focusing on maximising their marketing effectiveness.
Following on from our research partnership, which uncovered how successful B2B brands are twice as likely to think long-term, and are more likely to be insight-driven and work in collaboration with sales in particular, we asked a selection of high-performing B2B marketers how they are addressing the challenges of marketing effectiveness.
The great balancing act: The long and short of B2B marketing
In this video, Neil Dowling, vice-president of global integrated marketing at professional services firm Genpact, explains the benefits of being data-driven, and why brands working on a tight budget need to think with a “challenger mindset” to maximise their impact.
