The pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast, sponsored by Omobono, Russell Parsons speaks to B2B marketing leaders examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to three marketers who are tackling the challenge of measuring marketing effectiveness: Which? head of marketing Simon Crane; and Jo Lyall and Andy Goodwin, UK CEO and head of search respectively at the consumer protection brand's digital agency, Brainlabs. They delve into the challenges that Which? and Brainlabs have faced in measuring marketing outcomes and driving sustainable business growth, in order to further the brand's consumer-championing agenda, including: - How organisations can benchmark performance in the midst of a highly unusual period - How the language used to frame measurement can help organisations align internally around objectives - Why linking marketing activity to business growth poses a perennial challenge for marketers.

In this special episode of Marketing That Matters, sponsored by Google, Russell Parsons looks back at the key highlights from the case studies featured in the podcast in 2021: from TalkTalk’s rapid digitisation of its sales journey to Ancestry and IG Group capitalising on new-found consumer demand, to how Samsung and Uswitch are meeting customers where they are with the right message deployed at the right moment. Plus, some sage advice from Google’s senior industry managers on how to champion a digital transformation agenda within your organisation.

In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year Forest Holidays discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.

Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.

One of the 10 Technologists named in the 2021 CX50 list of the UK's top customer experience professionals, BHF's chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.

In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb discusses the continued popularity of American football in the UK and the rise of athlete activism on both sides of the Atlantic.

As one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with Ethan Radtke, head of marketing, and Louise Saul, online marketing analyst at Uswitch, to learn how the brand stays ahead of the competition in the “cut-throat” comparison space. Radtke and Saul dive into Uswitch’s paid search automation journey, explaining how the brand’s transition from an in-house tool to Google Smart Bidding brought about conversion increases of up to 70% in some verticals, as well as freeing up more time and resources for broader innovation. Hear how Uswitch’s focus on “facts over opinion” allowed the company to find the most fruitful way forward, as well as how Uswitch is evolving from a channel-focused to a customer-focused approach to marketing.

In this podcast, Abi Comber discusses the challenge of becoming Debenhams CMO at the onset of the pandemic, the power of structured planning and why her current role as CMO at Covid-19 screening service Cignpost Diagnostics is a marketer’s “dream job”.