PODCAST · business
B2B Marketing Needs Don Draper
by True
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.
Episodes
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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…
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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...
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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...
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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...
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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...
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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...
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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...
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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…
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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...
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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:...
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The importance of a unified brand when your offering is complex
Justin Garrett is the Global Head of Brand and Digital Marketing at Broadridge, a global fintech leader with $5 billion in revenues, handling millions of daily trades. Before leading this operation, Justin held roles at Accenture, JP Morgan Chase and Citi. We discuss: How to get great B2B stories...
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Lessons on storytelling from inside Google and Instagram
Jennifer Garcia spent five years as the head of integrated marketing at Instagram. Before this, she held senior roles at Google and Nokia. She has fifteen years of experience in both B2B and B2C marketing. During this time, Jennifer has collated knowledge in integrated marketing, brand marketing,...
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Making sense of Enterprise marketing
Brian Rowley is the VP of Marketing at Panasonic Connect. He leads all functions of the brand marketing team, including: brand strategy, creative, go-to-market execution, PR, and brand voice. As a natural storyteller, Brian also uses creative campaigns to grow brand awareness. This has allowed…
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B2B Needs to be Brave
Mark Choueke is author of the new book ‘Boring to Brave’. Mark has spent over 20 years at the heart of B2B marketing. Over that time, he’s helped grow more than 50 B2B technology companies across the world and was formerly the editor of Marketing Week Magazine. Mark has also been a speaker at…
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This is the Golden Age of Marketing
Sara Richter is CMO at Emarsys, the omni-channel customer engagement platform, which empowers marketers to build, launch, and scale personalised cross-channel campaigns that drive business outcomes. Sara is a creative marketing leader with more than 15 years of experience in high-growth…
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Richard & Cos review 2022 and preview 2023
Richard Parsons and Cos Mingides are the co-founders of True, which was recently named B2B Creative Agency of the year - and the brains behind the B2B Needs Don Draper podcast. The last year of the podcast has welcomed some fantastic guests from a broad spectrum of brands giving their views on…
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Transforming brand perception with ŠKODA UK
Kirsten Stagg is the Marketing Director at Skoda UK. She has delivered record-breaking marketing performance, market share and profit growth whilst delivering a 53% increase in average product sales. Using creativity and self-deprecating humour, Kirsten has helped transform the brand into an...
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Making sense of brand and demand in B2B
Mariska van Beukering currently works for Equinix: the world’s biggest digital infrastructure company, where businesses can scale with agility, speed the launch of digital services, and deliver world-class experiences. Mariska comes to us with deep experience in IT and has skills in brand...
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B2B creativity in the built environment
Danielle Regan is the Director of Marketing and Communications at Mace, a construction company at the heart of the built environment. Mace connects expertise across the entire property lifecycle for the benefit of their clients, communities and society more widely. Danielle has 18 years’ of...
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The power of passion and collaboration in B2B marketing
Nikki Stenson is a senior global marketing leader who has led marketing functions at Oracle, Macafee, and TIBCO. For Nikki, it’s all about relationships - whether working with sales teams, suppliers, partners or colleagues, success for her has come through continuous and highly effective...
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Optimising B2B marketing effectiveness
Cos Mingides is the Co-founder and Head of Effectiveness at True, which was named B2B Creative Agency of the year in 2022 by the Association of National Advertisers. True is in the business of making a difference. They harness data-driven and cultural insights to unearth powerful human truths…
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Rethinking B2B media and advertising with Reach PLC
Nick Copson is the B2B Marketing Director at Reach plc, the UK's largest news media company with an audience of over 48 million people. Nick has launched new publications and apps across the UK and managed teams with large budgets across online and offline channels. Now, most of his time goes...
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Exploring creativity and ambition in B2B
Martin Harrison is the Strategy Director at True. Before joining True, Martin was Strategy Partner at Wunderman Thompson. He’s also held senior positions at Huge and TMW. Martin has been helping brands of all sizes grapple with the challenges and opportunities of the digital revolution. He was…
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Building a B2B scale-up machine
Michael Bouteneff is the Director of Integrated Marketing Strategy at SVB, (which was formerly known as Silicon Valley Bank). SVB helps founders of high-growth tech businesses achieve their often ambitious goals. Michael has a background in growth marketing and brand-building, spanning both B2C…
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Sparking B2B creativity with TikTok
Isobel Sita-Lumsden is the Head of B2B Marketing Europe at TikTok. Prior to this, she held senior roles at Time inc, AOL and Verizon Media. Isobel is a creative and strategic marketer, passionate about big media brands and driving business growth. TikTok is the leading destination for short-form...
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We discover Just Eat’s taste for creativity in B2B
Shane Mansfield is the Marketing Director at Just Eat for Business He’s an all-around experienced marketer, having worked in both B2B and B2C environments, clientside and agency. Just Eat for Business offers a huge variety of great-tasting and quality food, all through a single account. We talk...
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A review of Cannes Lions 2022 for B2B Marketing
Richard Parsons, Co-Founder and Martin Harrison, Strategy Director at true. We catch them fresh from the excitement of Cannes 2022, which finished the week before last. We thought it’d only be right to bring them back on the show to talk about what they’ve learned so far from the event, which has...
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Miriam Faber on making sense of Meta for B2B
Miriam Faber is the UK Head of Business Marketing at Facebook by Meta Miriam has worked in B2B strategic marketing roles for 17 years, delivering award-winning content for agencies such as M&C Saatchi, Adjust Your Set and Oliver Agency, before moving to Meta. She helps people understand how Meta...
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David Tiltman on B2B marketing’s new dawn
David Tiltman is the SVP of Content for WARC. They provide the latest evidence, expertise and guidance to make marketers more effective. Their clients include the world's largest advertising and media agencies, research companies, universities and advertisers. WARC features advertising case…
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James McCarthy on the truth behind B2B brand building
James McCarthy is the Director of Product Marketing at Similarweb. Now a public company and a 'unicorn', James leads the positioning and messaging across their products to market. Prior to Similarweb, James was CMO at Exonar and held senior roles at Microsoft across both B2B and B2C products. We...
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Max Kahn on driving global marketing through creativity
Max Kahn is the Head of Growth for SAP.IO. Max is helping to scale SAP's start-up partner ecosystem, make connections between start-ups and enterprise customers, and expand into new markets across the Americas, Europe, Middle East, and Asia. We talk about: The role of design and creativity within...
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Ben Rhodes on two decades of effectiveness expertise
Ben Rhodes worked as Group Marketing Director at Royal Mail and Vice President, Head of Brand Marketing & Sponsorship at Mastercard, and is now the Group Brand Director at Phoenix Group, the largest long-term savings and retirement business in the UK. We discuss: The best way to drive long-term...
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Jazz Berry on creating healthy B2B sales and happy customers
Jazz Berry is the Senior B2B Marketing manager at Deliveroo for Work, which is a 'creative food solution for every area of your business'. Her most recent achievements include rebranding two different businesses within 12 months. She now heads up the marketing of Deliveroo’s corporate offering;...
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Why 2022’s a big year for B2B
Cos Mingides & Richard Parsons are the Co-founders at True and the minds behind the B2B Needs Don Draper podcast. Returning back on the show to talk about what we have learnt from our guests, the state of the industry, the latest research from The B2B Institute and discuss why 2022's a big year…
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Steve Vinall on the art of global communications
Steve Vinall is the Director of Global Communications at Rackspace Technology. He articulates and shares the Rackspace story with all audiences. Steve leads their PR, AR, Customer Advocacy and Internal Communications teams across EMEA. He is a member of the Global Marketing Senior Leadership Team...
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Amie Stankiste on investing in effective marketing within financial services
Amie Stankiste is responsible for building and executing the global marketing strategy for S&P Global Market Intelligence, now a $2 billion+ business within a highly competitive industry. Amie leads an award-winning team of 80 marketing professionals focused on driving growth, through generating...
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Katherine Lamb on calibrating global marketing strategy at HSBC
Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC. She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors…
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Michelle Goodall a primer on B2B brand communities
Michelle Goodall is the Chief Marketing Officer at Guild, a platform for professional communities and networking. She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant. In...
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Keith Browning, lessons in brand marketing effectiveness
Keith Browning is the Brand Marketing Global Lead at LinkedIn Marketing Solutions. With over a decade's marketing experience in start-up and blue-chip companies alike, Keith currently leads Brand Marketing globally for LinkedIn’s Marketing Solutions business unit. He has created stand-out…
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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...
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Susi O'Neill discusses cyber security & creative effectiveness
Susi O’Neill is Head of Brand Content at Kaspersky. She leads global editorial and creative delivery for B2B brand projects for Kaspersky, the world's largest privately-owned cybersecurity firm. Susi leads multi-disciplinary teams to transform data insight into high performing brand strategy and...
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Mark Bogaerts unveils the power of B2B brand sponsorships
Mark Bogaerts is the Director of Brand & Sponsorship for Tata Consultancy Services. TCS is part of the Tata group, India's largest multinational business group. Mark is responsible for driving the TCS brand & sponsorship strategy across the UK & Europe and applying a consistent, integrated brand...
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Creativity, Stand-Up Comedy and Commercial Success
Mark Cullen is the Chief Marketing Officer at Simon Kucher & Partners. Simon Kucher & Partners is a global consulting firm specialising in strategy, marketing, pricing, and sales. Founded in 1985, the company now has around 1,400 professionals worldwide and is regarded as the world's leading...
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Cos Mingides on Why B2B Marketing Needs Don Draper Part.2
Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much...
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Richard Parsons on Why B2B Marketing Needs Don Draper Part.1
Richard Parsons is the Co-Founder and Managing Director at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry...
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ABOUT THIS SHOW
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.
HOSTED BY
True
CATEGORIES
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How many episodes does B2B Marketing Needs Don Draper have?
B2B Marketing Needs Don Draper currently has 45 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is B2B Marketing Needs Don Draper about?
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...
How often does B2B Marketing Needs Don Draper release new episodes?
B2B Marketing Needs Don Draper has 45 episodes. Check the episode list to see recent publication dates and frequency.
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You can listen to B2B Marketing Needs Don Draper on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts B2B Marketing Needs Don Draper?
B2B Marketing Needs Don Draper is created and hosted by True.
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