How different is B2B Marketing to B2C? Should you use the main channels differently? How can you be creative in a business landscape? Host Will Francis chats with Linda Mullen, a veteran of B2B Marketing and director of marketing at global fintech company Fenergo about marketing in regulatory industries, and how, at the end of the day, talking to other businesses means talking to other people.
Introduction 00:00
How have you seen B2B marketing change over the years? 2:00
Was the B2B marketing sector slower to adopt digital channels? 3:50
The importance of automated systems 5:00
Buyer Personas 6:55
What are the main comparisons between B2B and B2C marketing? 9:52
Do you measure softer marketing metrics as well as leads? 13:50
Automation example 15:20
The presence on consumer channels 19:24
How does LinkedIn deliver value? 21:55
What are the other value digital channels? 25:40
How to avoid boring content 30:00
Limitations for different sectors 36:05
Key drivers for good B2B marketing 38:30
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Ahead of the Game Podcast Episode 31: Inside B2B Marketing | Digital Marketing Institute
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Ahead of the Game Podcast Episode 31: Inside B2B Marketing | Digital Marketing Institute
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