In our podcast series, The Seven Deadly Sins of B2B Marketing, we sit down with B2B marketers to chat about what makes them proud, envious and angry in the world of B2B.
Why authenticity is key
Joining host and Omobono UK Head of Strategy Simon McEvoy for this episode of The 7 Deadly Sins is Kate Owen, Director of Industry and Key Account Marketing at consulting, digital services and software business, Capita. Kate discusses a myriad of topics, including ABM, low-value content and authenticity with Simon before delving into the deadly sins of gluttony, sloth and pride. Kate, who is responsible for half of Capita’s book of business, discusses lessons learnt and shares anecdotes from her career at Thompson Reuters, Starbucks and the NHS.
Evolving ABM to Account Based Engagement
Amie Stankiste, Senior Director, Global Marketing at S&P Global Market Intelligence, joins Sins host Simon McEvoy, Head of Strategy UK at Omobono, to discuss the deadly sins of B2B Marketing in financial services. Amie discusses gluttony, greed, envy and pride; from her strategy to reframe lead generation to opportunity generation to focus on quality over quantity, to reimagining the customer experience at corporate events with their inaugural Essential Conference and why she has evolved ABM to ABE – Account Based Engagement.
How to be agile in your marketing capability
David Carmichael, Executive, Global Solutions and Industry Marketing at Avanade, and Sins host Fran Brosan, Founder and Chairman of Omobono, discuss the sins of modern marketing that annoy them. David also explains how he uses principles of agility derived from software development teams to shape and implement marketing strategy.
Learn what account based marketing really means
Conor Coughlan, Chief Marketing Officer of Fenergo, and Sins host Fran Brosan, Founder and Chairman of Omobono, discuss the sins of modern marketing that frustrate them and of which they are occasionally guilty. Conor explains his approach to account-based marketing, how he manages aligning teams across regions and his approach to ABX.
How to find your creative courage
David Burnand, Senior Director, EMEA Marketing for Box, has worked in the world of B2B for nearly 20 years. He sits down with Simon to chat through his deadly sins of marketing, touching on the importance of brand building, how becoming complacent can be dangerous for your brand and why B2B marketers lack courage.
Using storytelling to build global tech brands
Ruth Rowan, Group Executive for Marketing at Dimension Data, has over 20 years of experience working in the technology sector for giants like BT and Dimension Data. In our first episode, she speaks to Simon about the changing role of technology in the world and the power of storytelling to build tech brands.
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