B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.
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January 31, 202427 min
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 marketingEmbracing video as a key channel for reaching and engaging the target audienceIncorporating emotive and opinion-driven content in localized effortsDrawn inspiration from B2C campaigns
December 11, 202324 min
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 B2BThe challenges of executing a humor-based campaignThe need for questioning and breaking the norm in jargon-filled communicationDrawing parallels between B2B and B2C marketingThe need for businesses to adapt, be smarter, and maintain their brand value
December 6, 202323 min
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 marketingToday 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 consultingImportance of brand marketing during periods of change and momentumCultural Differences in AdvertisingImportance of aligning stakeholdersAdvice to avoid overthinking and trust in creativity
November 28, 202327 min
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 messageResults and performance of TV and podcast advertising experimentsThe importance of personalization in connecting with decision-makersThe dynamic nature of resource allocation based on real-time data and measurement
November 8, 202340 min
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.
October 17, 202341 min
B2B's golden age is now
Welcome back to B2B Needs Don Draper! In this episode, we dive into the golden age of B2B marketing and why it's an exciting time for businesses in this space. Our two distinguished guests, John Watton, VP of Marketing at VMware, and Richard Parsons, co-founder of True, share their invaluable insights and experiences in the world of B2B marketing.John Watton, with over 25 years of industry expertise, discusses the dynamic blend of data-driven approaches and brand storytelling, with a special emphasis on sustainability. He explains why there has never been a better time to be a B2B marketer and how the landscape is evolving.Richard Parsons, a veteran with over 30 years of advertising and marketing experience, provides a wealth of knowledge from his work with leading creative and media B2B agencies. He shares his experiences working with top-tier brands like Adobe, Cisco, and Oracle.We discuss:Why there's never been a better time to be a B2B marketer.The connection between brand and lead generation in B2B marketing.How channels like Programmatic TV have enriched brand storytelling in the B2B space.Strategies for scaling a brand while maintaining a human touch in B2B.The changing landscape of B2B events and the role of events like "Explore Barcelona" in the marketing mix.The shift from CMOs being 'revenue marketers' to coming from a brand and creative background, along with its impacts.
July 11, 202324 min
The Power of Personalization and Sustainability Storytelling in B2B Marketing
Jose Pepe Gorbea is an inspirational leader guiding HP's pursuit of revolutionizing digital packaging technology across the globe.Jose is head of Brands, Agencies, and Sustainability Innovation at HP and manages an international team focused on educating and inspiring brands with a human-centric communication framework. His team's work revolves around personalization and sustainability storytelling, driving meaningful marketing innovations that lead to increased penetration and growth in ROI.With a career spanning over two decades, Jose has harnessed his vast experience to successfully navigate both B2B and B2C sectors. His primary focus is centered on empowering marketers to co-create distinctive brand assets, fostering strategic global partnerships on sustainability and creativity, and accelerating HP's digital print technology adoption worldwide through personalized, sustainable innovation.His work has placed HP at the forefront of making other companies better, guided by the triple bottom line of people, planet, and profit.We discuss:Embracing the power of simplicity and significance in achieving business goals. How to not just be creative, but be able to sell and market your ideas and solutions effectively.How to find purpose and meaning in your marketing career.How to take a proactive approach to problem-solving and making positive changes in the world. Prioritizing human-to-human connections in marketing strategies.
June 7, 202322 min
Inside Intel's creative marketing powerhouse
Carolyn Henry is VP, CMO of Americas Regional Marketing at Intel and is the driving force behind their captivating marketing activations. Leading a team of over 70 marketers, she oversees strategies for consumer, commercial, gaming, and enterprise segments.With over 20 years of experience, Carolyn has mastered the art of simplifying complexity, delivering results, and leading high-performing teams. Her passion for shaping the future of technology aligns perfectly with Intel's mission to create a better world through advancements in AI, analytics, and cloud-to-edge technology.We discuss:The balance between creativity and delivering a clear, compelling messageHow to develop creative strategies that resonate with different personasHow Intel tracks and evaluates the impact of creative elementsCreating a culture of innovation and creativity within marketing teams
May 10, 202325 min
How SAP is redefining B2B marketing
Kerstin Koder is Head of Marketing EMEA at SAP. SAP was named the most valuable brand in Germany by BrandZ™ and is also recognised as the most valuable brand in Europe.Kerstin has more than 20 years of experience as a B2C & B2B marketer and leader in the IT, telco, media and retail space.She is responsible for 120 countries and is currently supporting the transformation in SAP’s own Marketing as well as leading the development of the SAP brand, supporting SAP’s on-premise and cloud revenue in key industries.We discuss:The role of marketing at SAP and what the brand means to B2B customersThe channels SAP are using to talk to the CEO/CFOs of the worldBalancing the priorities of maintaining a strong brand vs lead generationBrand loyalty versus increasing market penetrationMentioned in this episode:B2B Needs Don Draper Live - 30th May 2023Click here to register for our first ever live event: https://www.trueagency.com/truth-sessions/b2b-needs-don-draper-live
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March 30, 202322 min
Mastering the art of brand building
Gerard Vicente is VP of marketing at JP Morgan. He works specifically with wepay.com - JPMorgan’s small business, financial tech and payments division - and is currently responsible for partner, product and brand marketing. Prior to this role, he was “Funny Manager” at Comedy Central.We discuss:What being a comedian taught him about brand building and creativity The dilemma of creating a “branded house” or a “house of brands”Overcoming the challenge of partner acquisition The right channels to get brand messaging to the right people
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