Optimising B2B marketing effectiveness

Optimising B2B marketing effectiveness

Cos Mingides is the Co-founder and Head of Effectiveness at True, which was named B2B Creative Agency of the year in 2022 by the Association of National Advertisers.

True is in the business of making a difference. They harness data-driven and cultural insights to unearth powerful human truths that are creatively transformed into memorable brand communications – and delivered with pinpoint media accuracy.

We discuss:

  1. The key takeaways for B2B marketers from EffWorks Global
  2. The difference between efficiency and effectiveness
  3. How the best B2B marketers approach investment for growth
  4. Balancing brand building vs short-term sales activation
  5. The importance of ‘reach’ when it comes to effectiveness

Episoder(45)

Jazz Berry on creating healthy B2B sales and happy customers

Jazz Berry on creating healthy B2B sales and happy customers

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...

11 Mai 202221min

Why 2022’s a big year for B2B

Why 2022’s a big year for B2B

Cos Mingides & 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 stat...

12 Jan 202228min

Steve Vinall on the art of global communications

Steve Vinall on the art of global communications

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 Interna...

16 Nov 202127min

Amie Stankiste on investing in effective marketing within financial services

Amie Stankiste on investing in effective marketing within financial services

Amie Stankiste is responsible for building and executing the global marketing strategy for S&P Global Market Intelligence, now a $2 billion+ business within a highly competitive industry.Amie leads an...

3 Nov 202122min

Katherine Lamb on calibrating global marketing strategy at HSBC

Katherine Lamb on calibrating global marketing strategy at HSBC

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 p...

19 Okt 202128min

Michelle Goodall a primer on B2B brand communities

Michelle Goodall a primer on B2B brand communities

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...

5 Okt 202128min

Keith Browning, lessons in brand marketing effectiveness

Keith Browning, lessons in brand marketing effectiveness

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 Mark...

22 Sep 202125min

Rosie Guest on mapping B2B financial services marketing

Rosie Guest on mapping B2B financial services marketing

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 manag...

7 Sep 202132min

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