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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