B2B creativity in the built environment

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B2B Marketing Needs Don Draper

True

40 episodes

4 days ago

B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

Marketing

Business

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Marketing

Business

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B2B creativity in the built environment

B2B Marketing Needs Don Draper

28 minutes 33 seconds

2 years ago

B2B creativity in the built environment

Danielle Regan is the Director of Marketing and Communications at Mace, a construction company at the heart of the built environment.

Mace connects expertise across the entire property lifecycle for the benefit of their clients, communities and society more widely.

Danielle has 18 years’ of experience working in marketing communications teams within the property and construction industry.

We discuss:

How B2B marketing influences policy
How the build environment affects people’s lives
When Mace use emotional messaging vs rational messaging
What the future holds for B2B Marketing