Rosie Guest on mapping B2B financial services marketing

Rosie Guest is the CMO at Apex Group and a member of their Executive Committee.She’s ​​led and scaled the Group Marketing and Communications function at Apex as it’s grown from a mid-sized asset management provider to an institutional-sized financial services provider. She now runs a centralised global team across all functions and sub-brands.On top of all that, she was also the Winner of 'Disruptor of the Year' at the 2020 Women in Finance Awards.We discuss:How to get skeptical execs to believe in the power of ‘brand’The role of the brand positioning How to best drive long term growth in B2B financial services marketingFinding the balance between short-term sales activation and long-term brand buildingBrand loyalty vs increasing market penetration