Optimising B2B marketing effectiveness

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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.

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Business

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Marketing

Business

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Optimising B2B marketing effectiveness

B2B Marketing Needs Don Draper

29 minutes 43 seconds

3 years ago

Optimising B2B marketing effectiveness

Cos Mingides is the Co-founder and Head of Effectiveness at True, which was named B2B Creative Agency of the year in 2022 by the Association of National Advertisers.

True is in the business of making a difference. They harness data-driven and cultural insights to unearth powerful human truths that are creatively transformed into memorable brand communications – and delivered with pinpoint media accuracy.

We discuss:

The key takeaways for B2B marketers from EffWorks Global
The difference between efficiency and effectiveness
How the best B2B marketers approach investment for growth
Balancing brand building vs short-term sales activation
The importance of ‘reach’ when it comes to effectiveness