As the Editor-at-Large for B2B Marketing, I’ve had the privilege of conversing with some of the most inspirational leaders in the B2B landscape. These discussions, many of which were featured on the B2B Marketing podcast, have offered profound insights into the strategies and philosophies driving today’s most successful businesses. As we bid farewell to 2024, here are ten key lessons from these enlightening exchanges to help steer your marketing efforts towards greater heights in 2025.
1. Embrace Boldness with Authenticity
Andrea Herbert, Gamma
Impactful B2B marketing thrives on pushing creative boundaries while staying true to core brand values. Gamma’s daring purple mascot broke industry norms but resonated deeply because it genuinely reflected the company’s culture. Herbert remarked, “What might seem like a quirky creative choice—a blue monster or mascot—becomes a conversation starter. It sparks curiosity and opens the door to showcasing our proof points.”
2. Forge Genuine Human Connections
Jill Wiltfong, Korn Ferry
B2B marketing must resonate on a personal level. Wiltfong emphasised the transformative power of authenticity: “When I decided to bring my whole self to work, everything changed. I often think, if I had understood the impact earlier, positioning our value would’ve been so much easier.”
3. Build Credible Proof Points
Sally Croft, Ericsson
In Ericsson’s AI native networking campaign, Croft highlighted the importance of demonstrating tangible results: “Customers were saving 90% of the effort typically required for troubleshooting. When clients tell you something is a game-changer, you know you’ve delivered genuine value.”
4. Identify Your Blue Ocean
Conrad Ford, Allica Bank
Success often stems from targeting underserved markets. Ford explained, “Established SMEs are overlooked by traditional banks and fintech providers. By focusing on this Blue Ocean, we’ve carved out a space that’s been key to our success.”
5. Balance Boldness with Kindness
Jean English, Juniper
Courage and empathy are vital in B2B marketing. Reflecting on the pandemic’s lessons, English shared, “With my children near my home office, I wanted them to witness kindness in my professional interactions. My legacy is simple: be bold, be kind, and be the best person I can be.”
6. Drive Cultural Change
Helen Whetton, BT
Marketing can spearhead organisational transformation by blending fresh insights with respect for heritage. Whetton noted, “We’re shifting from a reactive service team to being at the helm, positioning marketing as a true growth engine.”
7. Marry Art with Science
David Burnand, Staffbase
Effective B2B marketing demands a balance between creative flair and commercial discipline. Burnand stated, “Commercial thinking is non-negotiable, but what sets us apart is our ability to integrate best practices with bold differentiation.”
8. Lead with Purpose
Gabie Boko, NetApp
Aligning marketing initiatives with a broader mission creates a stronger impact. Boko likened NetApp’s role to that of Q in the James Bond franchise: “We ensure our clients can operate with absolute confidence. Like Q’s gadgets, our solutions never fail.”
9. Build Strategic Partnerships
Annabel Rake, Deloitte
High-value sponsorships should transcend logo placements to deliver measurable business outcomes. Rake advised, “Instead of merely telling people we’re a relationship-focused bank, we show them. Genuine proof points are the key to standing out.”
10. Challenge Category Norms
Victoire de Margerie, Dassault Systèmes
Breaking free from traditional B2B conventions can amplify brand visibility. De Margerie asserted, “Though we’re not B2C, our innovations touch everyday lives. It’s vital for people to recognise the positive impact we bring to market.”
The recurring theme throughout these conversations is clear: B2B marketing thrives on a delicate balance between creative courage and commercial acumen. By boldly innovating and delivering measurable impact, these leaders have set the stage for a brighter future.
A heartfelt thanks to all the leaders who shared their wisdom with me this year. I eagerly anticipate the insights 2025 will bring!
Source: https://www.b2bmarketing.net/ten-things-i-learned-interviewing-great-b2b-leaders-in-2024/
