That's What I Call Marketing S3 Ep46 Craft & Creativity: Elevating B2B Marketing with Sarah Higgins
In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Sarah Higgins, a seasoned marketing professional with over 25 years of experience in marketing communications both in agencies and in-house. Sarah shares her vast knowledge on various aspects of B2B marketing, including her current role at State Street Global Advisors, where she navigates the complex landscapes of EMEA and APAC markets. Sarah was chair of the B2B judges panel at this years Eurobest awards.
What you will get from this episode
- Effective B2B Marketing: Sarah delves into how to creatively approach B2B marketing, making it engaging within the confines of regulation and compliance.
- Global Marketing Nuances: We discuss the challenges of adapting marketing strategies across different cultures and markets, with fascinating examples from Japan and Europe.
- Important Metrics: Learn about the significance of choosing the right metrics that resonate with stakeholders and how they can influence campaign success.
- Craft and Creativity Discover why craft is becoming increasingly important in B2B marketing and how it can differentiate your campaigns.
- Tips for Award-Winning Campaigns Get tips on writing compelling award submissions and understand the impact of winning awards on team morale and business development.
- Future Trends: Sarah and Connor discuss predictions for B2B marketing in 2025, with an exciting focus on the evolving talent landscape and the intersection of AI and human creativity.
Whether you're a seasoned marketer or new to the field, this episode offers valuable guidance and inspiration to help you navigate and succeed in the ever-evolving world of B2B marketing. Tune in to gain actionable insights and elevate your marketing strategies.
00:00 Introduction to the Podcast
00:09 Sponsorship and Community Engagement
00:59 Introducing Today's Guest: Sarah Hagans
02:06 Sarah's Background and Experience
02:13 Marker - Outro
02:37 Challenges in B2B Marketing
03:51 Marketing Strategies and Campaigns
07:49 Global Marketing Insights
11:55 Local Market Customisation
15:42 Focus Groups and Feedback
20:08 The Evolution of B2B Marketing
24:54 Playfulness in B2B Marketing
25:27 Storytelling and Impact in Campaigns
26:32 Challenges of Information Overload
26:56 Simplicity and Elegance in Campaigns
28:14 Navigating Feedback and Sign-Off Processes
29:59 Importance of Data-Driven Marketing
34:59 Effective Award Submissions
38:49 Impact of Winning Awards
43:46 Predictions for B2B Marketing in 2025
45:46 The Role of Craft in the Age of AI
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