A Human Approach to Marketing Cybersecurity

Building a B2B Challenger Brand

Welcome back to B2B Needs Draper, where we delve into the art of B2B marketing and chat with industry leaders to gain insights into their strategies. In this episode, we speak with Sumi Shukla, the Vice President of Marketing at Riverbed Technology, to uncover how her team competes in a challenging market against industry giants like Cisco and Dell. Sumi shares her thoughts on the importance of understanding the audience, leveraging new channels like video and employee advocacy, and finding the balance between rational and emotive communications.  We also discuss: * Challenges in maintaining creativity in B2B marketing * Embracing video as a key channel for reaching and engaging the target audience * Incorporating emotive and opinion-driven content in localized efforts * Drawn inspiration from B2C campaigns

Creative B2B marketing Innovation at Cisco

Welcome back to B2B Needs Don Draper, the show that's as irresistible as Don Draper’s pitch. Today we are speaking with Emma Roffey, the former VP of marketing for EMEA at Cisco. With a career spanning nearly two decades at Cisco, Emma has witnessed and contributed to the evolution of IP-based networking technologies which have shaped the digital landscape we know today. Emma's journey at Cisco is a testament to her creativity, energy, and passion for what she does.  We discuss: * Factors contributing to the sea of sameness in B2B * The challenges of executing a humor-based campaign * The need for questioning and breaking the norm in jargon-filled communication * Drawing parallels between B2B and B2C marketing * The need for businesses to adapt, be smarter, and maintain their brand value

Fujitsu's Innovative Approaches to Global Thought Leadership

Welcome back to another exciting episode of B2B Needs Don Draper, the podcast that brings creativity and inspiration back to B2B marketing Today we have a very special guest joining us - David Gentle, the Global Head of Message and Insight at Fujitsu. Like Don Draper himself, David is a communication expert with a strong track record of delivering impactful messages. In this episode, we dive into the world of brand marketing and thought leadership at Fujitsu, exploring their journey of transformation and their commitment to innovation and sustainability. We discuss: * Fujitsu's transformation from IT hardware to IT services and consulting * Importance of brand marketing during periods of change and momentum * Cultural Differences in Advertising * Importance of aligning stakeholders * Advice to avoid overthinking and trust in creativity

A Human Approach to Marketing Cybersecurity

Welcome back to "B2B Needs Don Draper," the show that puts the martini back in marketing.  In this episode, we talked to Kristin Owens, VP Corporate Marketing at Checkpoint Software. Kristin talks about how the leading supplier of cybersecurity solutions is reinventing itself in the ever-evolving B2B market. Kristin shares valuable insights on Checkpoint's approach to brand and demand marketing, and how they are implementing above-the-line campaigns in a historically more conservative industry. We discuss: * The importance of storytelling and humanising the message * Results and performance of TV and podcast advertising experiments * The importance of personalization in connecting with decision-makers * The dynamic nature of resource allocation based on real-time data and measurement

Private Equity and B2B Marketing: Unlocking the Power of Brand

Welcome back to "B2B Needs Don Draper," the show that puts the martini back in marketing.  We have a special double-feature episode that dives deep into the world of B2B marketing and the often-neglected power of branding. Our first guest is David Turner, a seasoned expert in the B2B tech sector with a remarkable track record. David has held senior positions in companies like IRIS Group, Netsuite Oracle, and Unit 4, making him a go-to strategist for businesses ranging from SaaS startups to Private Equity giants.  With his unique blend of problem-solving skills and brand-building expertise, David is here to shed light on the intersection of private equity and B2B marketing. Joining David is Richard Parsons, the co-founder of True, a leading creative and media B2B agency that has worked with an impressive roster of clients, including industry giants like Adobe, Cisco, and Oracle.  With over three decades of experience, Richard brings a wealth of insights into the ever-evolving landscape of B2B marketing. In this episode, we'll explore: * How businesses have been pushed down the B2B marketing funnel and the role of commercial objectives in this transformation. * Why Private Equity companies don't often prioritise branding and how it can make a difference. * An in-depth look at memorable campaigns, including the London Underground takeover by Iris and the creative campaign CODA. * The Evolution of Media: How the digital age has changed the way big brand stories are delivered and why some marketers have lost faith in proven strategies. * Analysing the shift in marketing practices and the importance of incorporating consumer marketing techniques into B2B strategies.. * CMO Roles and Brand Valuation: Discussing the changing landscape of CMO roles and how to value B2B brands in today's market.