As B2B buying cycles increase in length, companies are exploring the opportunity of using AI to better personalise customer journeys and align sales and marketing teams, which is helping to shorten the deal cycle.
B2B fintech BlackLine restructured its team and switched its focus from events and webinars to a full-funnel approach aimed at winning over CFOs.
As Musk alleges “paid” protestors are opposing his work with DOGE, Tesla’s CFO recognises “unwanted hostility” is harming the brand.
Reaching 30,000 people a day, supplier of public sector language services Dals rebranded and hired a new marketing boss in a bid to drive growth.
Hotels.com is relaunching its brand and unveiling a new mascot in a bid to get its name “back out there.”
As LVMH posts another sales decline, its CFO says the luxury business will continue to invest in brand so it emerges stronger when demand returns.
With stints at Yahoo, Electronic Arts and The Lego Group, Louise French now heads up European marketing at Volvo Cars and says the variety of experiences she’s had has given her the “toolbox” she needs to “adapt and flourish” no matter the sector.
The travel trade association’s longstanding campaign focused on building confidence has helped it boost trust, while its use of influencers means it is now engaging younger travellers.
As Fiat preps the launch of new electric vehicles and the Grande Panda – a larger version of its classic model – its new marketing director wants to embrace the brand’s “Italian-ness” to drive reappraisal.
IBM’s senior vice-president of marketing and communications, Jonathan Adashek, believes the industry is too focused on personalisation at the expense of relevance.
Wise currently moves about 5% of the world’s money that goes across borders, but the business sees a big opportunity for growth by targeting large enterprises with its B2B arm.
Nokia has very high awareness but customers are no longer familiar with what the brand does after shifting its focus from B2C to B2B.
Managing director Rawdon Glover claims the brand “could never have” expected the scale of response it received upon launching the rebrand in November last year.
On a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
Former Global and Virgin Media marketer Cilesta Van Doorn will serve as director of group brand, after joining BT in a brand strategy role last year.