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In a recent podcast discussion, several key insights emerged around the effective use of metrics in B2B marketing campaigns. Here's a breakdown: - Lead Quality over Quantity & ICP Fit: Adam Boita (Ecologi | B Corp™) emphasised the focus on high-intent MQLs that fit your ICP • Example: Leads from 50+ employee companies in target industries • - Smart Lead Filtering: Carlos Pedroza (Cauê)(HubSpot) discussed the use of conversational bots to direct smaller prospects to self-serve options • Ensure sales team receives only high-value leads • - Sales-Marketing Alignment •  Amanda Zafiris (Canva) advice to collaborate with sales to focus on the right metrics and goals • Avoid silos for improved campaign efficiency • - Attribution Beyond Last Click:  Leverage tools like 6sense and HockeyStack for multi-touch insights • Track ROAS and engagement per account • Recognize all customer journey touchpoints - Regionality Matters: Max Gordon (Tanium) emphasised tailoring strategies based on regional performance • Monitor conversion rates and ROI by region • - Competitive Awareness: Matthew Soakell (Croud) stressed the importance of monitoring competitors through auction insights  • Track impression share and top-of-page metrics • - The “Alan” Approach: Max Gordon also introduced the concept of finding a key influencer or champion within target accounts—often referred to as “Alan”—to drive complex B2B sales. Are you refining your metrics to make better decisions? 💡 What’s your most important metric for B2B success? Thank you to all the panellists for this enjoyable conversation. Listen here:

How are B2B brands effectively using behavioral science in marketing? This Adzact article captures the insights of 6 executives, offering current examples and advice. I weigh in with a little-used social proof tactic, some guidelines involving cognitive fluency, and more helpful techniques. Thank you Joaquin Dominguez Lucchini.

We’re excited to share our latest roundtable discussion on how behavioural science is changing the game in B2B marketing. Hosted by Joaquin Dominguez Lucchini, with a panel of top industry experts including Nancy Harhut, Mark Liversidge, Tom Rivers (né New), Anne-Catherine Kaiser, Birgit Lewinski, and Mariana Nunes, we dive deep into practical insights and strategies to elevate your marketing approach. 🌟 In this episode, you’ll discover: - How emotions drive decision-making—even in B2B - The power of cognitive fluency and why simplifying your messaging matters - The importance of humanising brand interactions to stand out - Balancing data and creativity for better marketing outcomes This is a must-listen for anyone looking to boost brand recall, shorten sales cycles, and build more meaningful connections with their audience. Let us know your thoughts and how you’re using these insights in your own marketing strategy! 👇 #B2BMarketing #BehaviouralScience #MarketingInnovation #Adzact

Thrilled to host our podcast guests at the B2B Futures Forum, sharing insights on aligning sales and marketing for pipeline success! 🚀 #B2BMarketing #SalesAlignment

We are excited to have Kathleen Carter, Director of Marketing Europe at Kin + Carta, as a panellist at the B2B Futures Forum #tomorrow(!) at Smiths of Smithfield in London. Kathleen is a dynamic marketing leader with over 15 years of experience in the digital consultancy, creative, and media agency industries. She is known for her commercial edge and her ability to develop compelling narratives that captivate target audiences and attract new clients. Kathleen has successfully navigated the challenges of working across diverse environments—from independent start-ups to global networks like dentsu and WPP, and more recently within digital transformation, data and AI. At Kin + Carta Europe, Kathleen drives marketing strategy in Europe, connecting demand and marketing, employer brand teams across the region. Her role involves leading and mentoring a high performing agile, cross-functional marketing team across demand generation, brand, media relations, and creative. She is passionate about creating clear and purposeful content and go-to-market plans that are both responsive and showcase the work, research, people and culture of a business. Kathleen’s diverse experience includes: - Strategic Brand Development: Shaping new brand platforms, developing marketing plans, and establishing social strategies that elevate brand presence. - Cross-Channel Marketing: Leading integrated campaigns that align digital and traditional marketing efforts to generate high-quality leads and support business growth. - New Business Initiatives: Coordinating pitch teams across continents, developing winning proposals, and driving successful outcomes in competitive pitches. - Leadership and Mentorship: Supporting the growth and development of her teams, fostering a collaborative culture, and promoting best practices in marketing and communications. What Kathleen Brings to the Panel: Kathleen’s extensive background in marketing strategy and business development makes her an invaluable asset to our panel. At the B2B Futures Forum, she will share her insights on leveraging integrated marketing approaches to build brand equity and drive sales growth. Kathleen will discuss how to create compelling narratives that resonate with clients, how to execute effective marketing campaigns across multiple channels, and how to navigate the complexities of new business development in today’s fast-paced environment. Kathleen is ready to share her expertise and engage in discussions on building impactful marketing strategies and driving business growth. What would you like to ask her? #MarketingLeadership #BusinessDevelopment #DigitalTransformation #Networking #Growth

We are excited to introduce Jennifer Johnson, PMP®, a dynamic Lifecycle Marketing Manager at Deel, who will be one of our panellists at the B2B Futures Forum on 24th September at Smiths of Smithfield in London. About Jennifer: With a decade of experience across various industries including software, telecommunications, and health and fitness, Jennifer has a proven track record of driving growth and innovation. At Deel, she develops and executes global marketing programmes that enhance customer engagement and support revenue growth. Jennifer's expertise spans demand generation, digital marketing, and pipeline development, making her a key contributor to discussions on breaking through today's sales pipeline challenges. Jennifer is also a passionate athlete, having cycled 1,000 km around Taiwan in just 10 days and completed numerous marathons and triathlons. Her commitment to excellence, both professionally and personally, is evident in her results-driven approach to marketing and her recognition as Deel's 2023 Marketing Hero.  What Jennifer Brings to the Panel: Jennifer’s extensive experience in omnichannel marketing, project management, and strategic planning equips her with unique insights on overcoming today's toughest sales pipeline hurdles. At the B2B Futures Forum, she will share her strategies for navigating long deal cycles, enhancing sales and marketing alignment, and crafting customer-centric buyer journeys. We want this event to be as interactive and valuable as possible, and Jennifer is here to help answer your pressing questions. What do you want to learn from her? This is your chance to connect with Jennifer and other industry leaders from HiBob, Deel, Propolis, and Personio.

We are thrilled to have Charlotte Morris, Global Senior Director of Regional Marketing at HiBob, as a panellist at the B2B Futures Forum. About Charlotte: Charlotte is a versatile marketing leader with a passion for data, experimentation, and scale-ups. With extensive experience across B2C, B2B, and SaaS environments, Charlotte brings a Swiss army knife approach to marketing—able to tackle complex business challenges while maintaining a strategic overview. Her career spans every stage of growth from startups right through to Fortune 500 companies - and everything in between. Charlotte drives global marketing strategies aimed at brand growth and market penetration at HiBob, a rapidly growing HR platform. HiBob’s innovative HR solutions, which cater to a wide range of businesses, align closely with Charlotte's expertise in managing scalable marketing initiatives focusing on measurable outcomes and impactful growth. Her role involves: - Crafting and optimizing demand generation strategies that leverage data to enhance marketing effectiveness. - Leading cross-regional marketing efforts, ensuring that HiBob's value proposition resonates globally while remaining locally relevant. - Collaborating closely with sales teams to align marketing initiatives with business development goals, fostering a synergy that enhances overall performance. What Charlotte Brings to the Panel: Charlotte's diverse experience across different marketing landscapes makes her a valuable voice on our panel. Her work at HiBob, focusing on strategic priorities such as innovation, growth, and operational excellence, provides her with unique insights into how companies can differentiate themselves in a competitive market. She will share her knowledge on utilising data-driven strategies to build robust marketing funnels, align marketing with sales for maximum impact, and foster a culture of continuous improvement. Get Involved: Ask Your Questions! Charlotte is ready to share her expertise and engage in discussions about driving growth and innovation in B2B marketing. What would you like to ask her? Don’t miss the chance to learn from Charlotte and other top industry leaders from IBM, Deel, and Personio at the B2B Futures Forum. Register now (https://bit.ly/3Zh2q2w) and be a part of this insightful discussion!

Meet Our Panellist: Scott Stockwell – Expert in Strategic B2B Marketing We’re thrilled to have Scott Stockwell, founder of Workmatik: and a former Senior Brand Strategist at IBM, as a panellist at the B2B Futures Forum on 24th September at Smiths of Smithfield in London. About Scott: With over 25 years of experience in B2B marketing, Scott has led marketing teams across local, regional, and international levels. His deep expertise spans multiple disciplines, including brand management, content strategy, employee engagement, and campaign strategy. Scott understands that in today’s rapidly changing technological landscape, the key to success is not just having a strategy, but knowing how to execute it effectively. Through his new venture, WORKMATIK:, Scott combines his vast experience to help businesses navigate the complexities of modern marketing. He specializes in creating straightforward "route maps" that blend various methodologies, providing teams with clear guidance and the tools needed to achieve their goals. What Scott Brings to the Panel: Scott’s extensive background at IBM and his current work as a consultant make him a valuable resource for understanding the balance between building a strong brand and driving demand. At the B2B Futures Forum, he will share practical insights on how to create and implement strategies that drive results, even in challenging market conditions. Don’t miss the chance to engage with Scott and other industry leaders from HiBob, Deel, Propolis, and Personio as we explore "Breaking Through the Sales Pipeline Struggle: Innovative Strategies for Success." Register now (https://bit.ly/3Zh2q2w) and be a part of this insightful discussion!

Meet Our Panellist: Alex Venus – A Leader in Digital & Web Marketing for B2B SaaS We are excited to have Alex Venus, Head of Digital & Web Marketing at Personio, as a panellist at the B2B Futures Forum (https://bit.ly/3Zh2q2w) on 24th September at Smiths of Smithfield in London. About Alex: Alex is a growth marketer with extensive expertise in acquisition marketing for B2B SaaS businesses. At Personio, Alex leads the digital and web marketing team, where he has been pivotal in driving demand generation and enhancing digital strategies to maximize customer acquisition and engagement. Before joining Personio, Alex was Head of Performance Marketing at Peakon, where he played a key role in driving marketing efforts and later led the successful integration of Peakon into Workday’s marketing operations after its acquisition. Additionally, Alex has experience as a Marketing Automation Specialist at Meta, where he focused on B2B enterprise offerings and used advanced marketing automation tools to drive customer engagement and conversion. What Alex Brings to the Panel: With a proven track record in optimizing digital marketing efforts and building effective strategies for startups and established tech firms, Alex will offer valuable insights into modern digital marketing techniques and customer acquisition strategies. At the B2B Futures Forum, he will discuss practical methods for navigating the ever-evolving landscape of digital marketing and achieving impactful results. If you haven't registered, there is time to do so! https://bit.ly/3Zh2q2w Alex is looking forward to sharing his knowledge and insights with you. What would you like to learn from him?