Raffaele Apostoliti, president & CEO of Expandi Group, on leading EMEA B2B marketing
This week’s podcast welcomes Raffaele Apostoliti, president & CEO of Expandi Group, a leading EMEA B2B marketing agency serving many of the top B2B brands around the world, including IBM, HP, Lenovo and Google, to name a few. Check out his LinkedIn profile here. Expandi Group employs over 400 staff in marketing and operations and […]
Judith Niederschelp on narrowing focus & growing B2B brands
Judith Niederschelp is the CEO of Demand Studio and is also a guest lecturer at Warwick Business School (see her LinkedIn profile here). In this podcast, Judith Niederschelp speaks about the digital revolution, the art of winning new customers, the buyer journey, as well as the modern day B2B agency and its challenges. Needless to […]
How to identify which accounts are ready to buy
It’s an age-old question: how can you ensure your B2B display advertising reaches the right accounts? How can you make your budget go further and reach the accounts that are ready to buy? The short answer is that with a little bit of research and the right timing, you can reach the right accounts, do […]
Paul Frampton on Technology, Advertising & Media’s role in Marketing
This week’s Agency Dealmasters welcomes Paul Frampton, a respected customer and people-focused tech and marketing leader. It’s not often that we get to chat to someone with such an illustrious marketing career. He’s currently president of marketing consultancy and agency Control v Exposed, which advises brands on media operating models, martech, data strategy and right […]
Unleashing brand growth: a conversation with Luke Bozeat.
With over 20 year working in media and communications, Luke Bozeat has overseen brand growth, launched products, refreshed brands, led integrated agency teams and driven communication strategies across a vast array of areas, from cars, finance and charities to hairdryers, booze, holidays and kids TV. He joined MediaCom when it was still under 100 people […]
Five steps to achieve Account-Based Marketing (ABM) success
If you want to bring some joy to your Account-Based Marketing (ABM) campaigns, then check out these five key areas in which you need to excel. Good news is that these are not about technology but rather about having the right process in place so really this is just about making sure the fundamentals are […]
Healthcare Businesses Stay Ahead Post COVID-19
Healthcare B2B Marketers in the Medtech are leaving behind a struggling 2020: cancelled medical events, shifting priorities and an accelerated rush to digital. Alongside with dramatic challenges in the medical sector, a report from Bain & Co. published on hospital buying found the number of procurement officers as primary decision-makers in centralized purchasing had doubled. […]
How to implement Account-Based Marketing
How to implement Account-Based Marketing? The ABM Consortium offers a great forum for best practices in ABM and Display Advertising. One main take away is to really engage your vendor and challenge them into disclosing more the advertising ecosystem they use, how they monitor and what they do for brand protection, brand safety, improving viewability. […]
Is ABM Marketing as a Managed Service right for you?
Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using ABM Marketing approach. After the evaluation of their current situation, we were not at all surprised when he asked: “Do you know of ANY organization where ABM Marketing REALLY […]
Why B2B – Account-Based Marketing is not just about high potential accounts?
The short answer to the question is of course “yes but…should B2B Account-Based Marketing be just about high potential accounts?”; ABM is technically the right abbreviation for B2B Account-Based Marketing. But does “ABM” really cover what more and more marketers are looking for when they are launching more strategic and more focused account centric marketing […]
