Building a B2B scale-up machine

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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

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Building a B2B scale-up machine

B2B Marketing Needs Don Draper

30 minutes 43 seconds

3 years ago

Building a B2B scale-up machine

Michael Bouteneff is the Director of Integrated Marketing Strategy at SVB, (which was formerly known as Silicon Valley Bank). SVB helps founders of high-growth tech businesses achieve their often ambitious goals.

Michael has a background in growth marketing and brand-building, spanning both B2C and B2B industries, having worked at both start-ups and Fortune 500 companies. Prior to SVB, he held senior roles at Mastercard and IBM, to name just a few.

We discuss:

How SVB grows brand awareness with their target audience
What brand marketers are doing wrong
The importance of retention vs winning new customers
How B2B marketers can use advertising to better achieve goals