James Hankins

Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann, and James Hankins, Global VP Marketing at SAGE, dive into the significance of customer promises in B2B marketing. They discuss insights from an 18-month study revealing that value-driven promises outperform brand positioning. The trio emphasizes the need for emotional connections, authentic commitments, and the evolving nature of B2B strategies. They also highlight successful campaigns like ProCell, showcasing how addressing hidden costs can enhance brand trust and performance.

In this engaging discussion, marketing strategist James Hankins, former Global VP of Marketing Strategy at Sage, shares valuable insights on influencing consumer behavior. He challenges common marketing myths, advocating that understanding market dynamics is crucial for strategy success. Hankins introduces his innovative Hankins Hexagon model, offering a clearer view of the chaotic buyer journey compared to traditional funnels. He dives into the implications of slowing SaaS growth and explores how AI can reshape marketing influence, all while keeping the conversation entertaining and thought-provoking.