There’s been a dramatic shift in B2B marketing over the past 18 months. B2B marketers have slowly clocked on that they over-invested in performance marketing tactics and hadn’t seen the long-term growth they expected. For tech hardware firms, global supply chain issues have meant they’ve had no choice but to try brand – there’s little to sell. “We’re definitely seeing this swing away from your heavy focus on that lower funnel activity,” says LinkedIn’s Prue Cox. DocuSign, a cloud-based e-signature platform, is a case in point. It boomed through Covid and has just launched a brand campaign with influencers like Boost Juice’s Janine Allis and former Nine host Jules Lund. CMO Andrea Dixon says DocuSign had to pivot from B2B to “business to everyone” – virtually overnight. Meanwhile, Zenith Media CEO Nickie Scriven reckons there’s a real opportunity for B2B firms to lift their cut-through on lead gen. “I get at least 20 (emails) a day and I just delete every single one of them,” she says.

There&rsquo;s been a dramatic shift in B2B marketing over the past 18 months. B2B marketers have slowly clocked on that they over-invested in performance marketing tactics and hadn&rsquo;t seen the long-term growth they expected. For tech hardware firms, global supply chain issues have meant they&rsquo;ve had no choice but to try brand &ndash; there&rsquo;s little to sell. &ldquo;We&rsquo;re definitely seeing this swing away from your heavy focus on that lower funnel activity,&rdquo; says LinkedIn&rsquo;s Prue Cox. DocuSign, a cloud-based e-signature platform, is a case in point. It boomed through Covid and has just launched a brand campaign with influencers like Boost Juice&rsquo;s Janine Allis and former Nine host Jules Lund. CMO Andrea Dixon says DocuSign had to pivot from B2B to &ldquo;business to everyone&rdquo; &ndash; virtually overnight. Meanwhile, Zenith Media CEO Nickie Scriven reckons there&rsquo;s a real opportunity for B2B firms to lift their cut-through on lead gen. &ldquo;I get at least 20 (emails) a day and I just delete every single one of them,&rdquo; she says.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

B2B’s great tension: Lead gen v brand building, why tech hardware firms and DocuSign are racing to brand and Zenith’s Nickie Scriven on lifting B2B cut-through, webinar overload

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