Why B2B brands should adopt a challenger mindset – Marketing Week

Why B2B brands should adopt a challenger mindset – Marketing Week


In a new video series sponsored by The Marketing Practice, Marketing Week looks at how B2B brands today are focusing on maximising their marketing effectiveness.

Following on from our research partnership, which uncovered how successful B2B brands are twice as likely to think long-term, and are more likely to be insight-driven and work in collaboration with sales in particular, we asked a selection of high-performing B2B marketers how they are addressing the challenges of marketing effectiveness.

READ MORE: The great balancing act: The long and short of B2B marketing

In this video, Neil Dowling, vice-president of global integrated marketing at professional services firm Genpact, explains the benefits of being data-driven, and why brands working on a tight budget need to think with a “challenger mindset” to maximise their impact.





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