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The Drum’s editor-in-chief reports from the ANA Masters of Marketing Conference 2024, where the conversation turned to the urgent need to rethink our approach to B2B marketing.
When was the last time you heard someone say, ‘But that’s B2B; it’s completely different from B2C’? Probably yesterday. Well, it’s time we put this tired debate to bed. The notion that B2B marketing is some alien world compared with B2C is, frankly, nonsense. And it’s holding us back from tapping into one of the most exciting areas of marketing today.
These insights were crystallized at the ANA Masters of Marketing Conference 2024, where I bumped into into the lines of Jann Schwarz, senior director at LinkedIn, and Dean Aragón, CEO and vice-chairman of Shell Brands International. Their perspectives underscore the urgent need to rethink how we approach B2B marketing.
The human element is universal
Let’s get one thing straight: whether you’re selling cloud software to a multinational …
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