B2B: How to secure investment in a marketing-sceptic business
Michaela JeffersonFrom 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.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Gen Z favours marketing-specific degrees in break from the past
Josh StephensonCareer and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
Remove the ‘drudge work’: How is AI changing market research?
Ian BurrellAI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
Asahi’s CMO on the value of doing the ‘mundane but important’ work to drive growth
Niamh CarrollAfter an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
How can SMEs ‘sweat their budgets’ in 2024?
Alex WrightRuthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Skills gaps and Greggs on a roll: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From how marketers are tackling the skills gap to Greggs’ sustainable growth, it’s been a busy week. Here is my take.
How the ‘Covid hangover’ is impacting women’s careers
Charlotte RogersFour years since lockdown, did the pandemic have a detrimental effect on the career prospects of female marketers?
‘Why wouldn’t you?’: Marketing leaders on the rise of outsourcing
Josh StephensonMore marketers are outsourcing than not – but should this be a cause for concern?
How can SMEs strike a balance between long- and short-term success?
Michaela JeffersonRather 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.
‘Skills have to be vastly upgraded’: Mastercard’s CMO on why marketing leaders need to prioritise upskilling
Molly InnesWith marketers grappling with new technology and demands, Mastercard’s CMO Raja Rajamannar urges brands to develop their marketing teams to stay ahead of the curve.
‘On the backburner’: Marketing leaders on tackling the upskilling imperative
Josh StephensonNearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
B2B brand building lessons learnt when things didn’t go to plan
Michaela JeffersonFive B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
One children’s clothing brand on assembling an all-female marketing team
Josh StephensonFew brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
‘Coming to mind is critical’: Top B2B marketers on research and category entry points
Michaela JeffersonIn 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.