Exploring creativity and ambition in B2B

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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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Exploring creativity and ambition in B2B

B2B Marketing Needs Don Draper

29 minutes 28 seconds

3 years ago

Exploring creativity and ambition in B2B

Martin Harrison is the Strategy Director at True. Before joining True, Martin was Strategy Partner at Wunderman Thompson. He’s also held senior positions at Huge and TMW.

Martin has been helping brands of all sizes grapple with the challenges and opportunities of the digital revolution. He was the winner of an IPA Effectiveness Award and is a regular speaker on digital strategy, including at SXSW.

We discuss:

The opportunity for creativity in B2B
How B2B marketing can become more ambitious
Fame and customer consideration
The importance of category reach and consideration