Outcome-based pricing: Everything you need to know
Emily ManockThe use of outcome-based pricing is growing in the software, finance and legal sectors, but how does it actually work?
Hear from B2B marketing leaders at this year’s Festival of Marketing
Emily ManockNow in its 11th year, the Festival of Marketing returns with a line-up of global B2B marketing leaders, including speakers from PWC, Pearson and Amex Global Business Travel.
B2B marketers need to show how their runs are scored
Mimi TurnerThe ‘buyability’ model unifies brand and demand, and helps attribute revenue, with a strategy built around B2B buyers’ needs and how they make decisions.
‘David vs Goliaths’: One B2B challenger on why its ‘Avant-Garde’ approach is paying off
Emily ManockEmbracing fun over fear, Dope Security explains how creating a cybersecurity video game helped drive a 765% spike in web traffic.
Stop selling creative disruption and start selling risk reduction
Jon LombardoMarketers, particularly in B2B brands, need to show CFOs that brand building is about limiting the business’s downside as much as generating upside.
‘A new approach’: One B2B brand’s first CMO on why marketing will power its next stage of growth
Emily ManockWaystone has hired Jamie Moran as its first CMO tasked with moving the business to organic, brand-led growth after a series of mergers and acquisitions.
Adobe on AI, emotion and the ‘enormous pressure’ for content
Josh StephensonAdobe’s Simon Morris believes the “monumental” demands for content imposed on marketers can be addressed by effectively utilising AI tools.
State of B2B Marketing survey deadline extended
Marketing Week ReportersThere’s still time to take The State of B2B Marketing survey, and help Marketing Week unpick the challenges and opportunities facing B2B marketers today.
‘Brainstorm tool’: B2B firm Typeform on seeing AI as a ‘sidekick’
Emily ManockNew marketing boss Malinda Sandman believes AI is at its best when used to accelerate brainstorming, refine briefs and enhance creative work.
Fintech brand Sokin on the ‘credibility’ it gains from sports partnerships
Josh StephensonAs well as announcing a partnership with Manchester United, fintech brand Sokin has also launched a new brand campaign to build awareness and credibility.
‘The war for attention’: B2B brands on why the role of creativity is ‘much clearer’
Matthew ValentineNuance may be needed when measuring the effectiveness of creativity, but adopting a “show not tell approach” is putting B2B brands on the right track.
69% of B2B events budgets flat or down, according to research
Emily ManockThe report by consultancy firm Forrester Research outlines a number of key challenges for B2B events leaders in a difficult post-pandemic climate.
‘No magic pixie dust’: How B2B marketers are approaching the rise of agentic AI
Emily ManockWith 40% of agentic AI projects expected to be cancelled by the end of 2027 due to high costs, unclear value or inadequate risk controls, what do B2B marketers need to consider?
Boldyn Network’s CMO: ‘I don’t talk B2B or B2C. I talk B-to-human’
Emily ManockFollowing a rebrand, Boldyn Network’s CMO has been working to ensure the B2B firm is more relatable by increasing its focus on storytelling and thinking about prospective customers as people rather than businesses.