‘It’s still marketing’: Why the role of chief revenue officer is rising
Molly InnesWith brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
With brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
After the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.
Encouraging employers to look past a criminal record, LinkedIn’s mentoring programme offered eight young offenders the chance to launch their own streetwear brand.
The boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Addleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
Forging a close bond with finance will be key if B2B brands are to weather the economic storm and come out fighting.
‘The B2B Marketer’s Best Friend’ series, supported by The Marketing Practice, will investigate how the relationships B2B marketers’ business units such as sales, finance and technology are evolving and where they need to change.
Convincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
Inglis joined Sage in 2022 after a decade-long stint at John Lewis.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
Marketing leaders from B2B businesses say the drive to humanise and connect with audiences is of paramount importance in today’s climate.