Uncensored CMO

Today I'm joined by Antonia Wade, Global CMO at PwC and Author of The B2B Buyer Journey. This episode is a true B2B masterclass. We break down the importance of brand, reputation and relationships vs what people traditionally think is important in B2B. We also break down each stage of the marketing funnel to find out how best to reach them at every point in the buyer journey.LinksAntonia's LinkedInAntonia's BookJon's LinkedInJon's TwitterWatch the Uncensored CMO on YouTubeTimestamps00:00:00 - Intro00:01:10 - Antonia’s background00:06:01 - How does B2B and B2C differ?00:09:25 - How to reach B2B customers00:11:52 - Building B2B relationships00:17:30 - The importance of people in B2B00:20:53 - Why brand and reputation are so important00:24:43 - Why having an online presence matters00:29:39 - Marketing from cost centre to profit centre00:34:14 - Marketing at different stages of the buyer journey00:39:54 - Why people think B2B is boring00:46:30 - Why purpose has a bigger role in B2B00:48:38 - Stage 1: Reaching Horizon Scanners00:51:41 - Stage 2: Reaching Explorers00:55:18 - Stage 3: Reaching Hunters00:57:39 - Stage 4: Capturing the Active Buyer00:59:15 - Stage 5: Marketing post-purchase01:01:18 - How will AI transform B2B marketing

Sarah Carter and Les Binet join the host to review the highs and lows of 2023. They discuss emotional ads, the impact of humor and purpose in advertising, diversity representation, and the strategy behind John Lewis' Christmas ads. They also touch on the power of humor in diffusing sensitive topics, AI in advertising, wear out of ads, and the importance of creative and media in advertising.

Sam Day, former CMO of confused.com, shares the secret behind their successful campaigns on limited budgets. Topics include management advice, brand vs price in insurance comparison, and how to compete in a highly competitive market. The chapter also discusses selecting advertising agencies and pitching to CMOs.

Adam Morgan, founder of eatbigfish and author of Eating The Big Fish, The Pirate Inside and A Beautiful Constraint, shares tips on creating a challenger brand, the power of constraints, Tony's Chocolonely as a successful challenger, over-commitment and obsession with execution, the curse of data, and creating emotional connections through challenger brands.

Phill Agnew, senior product marketer at Buffer and host of Nudge podcast, shares 5 behavioral science 'nudges' and 5 marketing lessons. Topics include the Halo Effect, the Labor Illusion, the Pratfall Effect, the Curiosity Gap, and Social Proof. Marketing lessons include the Power of Purpose, Being Distinctive, the Power of Creativity, Fresh Start Dates, and the Power of Consistency.

Susan O'Brien, VP Brand at Just Eat Takeaway, discusses how they used celebrities and catchy jingles to become market leaders. Topics include the 'Did Somebody Say' campaign, impact of audio branding, investing in celebrity talent, and advice for marketers in scale ups.

Anselmo Ramos, Co-founder and Creative Chairman of GUT, a global independent creative agency, discusses his journey, starting independent agencies, winning business, what makes a great CMO, and stand out Grand Prix winners.

Vicki Maguire, Chief Creative Officer at Havas London, responsible for some of the best ads of all time, discusses her background in advertising, the impactful British Heart Foundation campaign with Vinnie Jones, and the creation of the happiest Christmas ad ever. They also touch on retrograding projects, the success of Christmas ads, and their experience at an event.

Nancy King, VP of Marketing at Airbnb, discusses how Airbnb survived losing 80% of their business, the challenges of not owning their product, creating in-house advertising, the impact of culture on their work, and the power of industry events.

Dr Iain McGilchrist, psychiatrist and former Oxford literary scholar, discusses the divisions between the left and right brain, the power of attention, and how our perception of the world is influenced. Topics include the changes in society due to right-brained dominance, training ourselves to be more right-brained, and the impact of the spiritual life on mental and physical health.