Why treating LLMs like ‘VIP customers’ helped one brand fuel visibility
Josh StephensonBy overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
By overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
The rush to crown unofficial sponsors as the winners of the FIFA World Cup risks overlooking the commercial value of access, rights and long-term sponsorship investment, argues Mike Grumbridge, MD, Sid Lee Sport.
Teams work best when marketing and product are working so closely they “finish each other’s sentences”, says Adobe CMO Lara Balazs.
The firm is putting more emphasis on brand, but CMO Adrianna Burrows is clear brand-building is a means to a commercial “purpose”, rather than an end goal in itself.
Global law firm Clifford Chance has rebranded as it looks to position “brand as a strategic asset”.
Almost 60% of B2B businesses say brand building is not being prioritised due to a perceived lack of ROI.
Marketers in decision-making roles are anticipating moderate budget growth amid some volatility, according to a study by Forrester Research.
IBM’s brand chief says B2B businesses are coming to the realisation that buyers are “just people”, and while sponsorship might seem an “obvious” way to meet people where they are, striking the right balance between entertainment and education is key.
From showcasing employees and championing grassroots football with the People’s Puskás to making documentaries about blind footballers, Veo Technologies has focused on human stories to cut through.
Quantum computing firm Alice & Bob has rebranded using comic-inspired graphics and a black cat to help it stand out.
Sage has changed how it approaches market research over the past two years as the speed at which consumer insight is needed ramps up.
The education company wants to shift from being known for its school textbooks to being seen as a lifelong learning partner.
In the first of a new series in partnership with the IPA, The Anatomy of an Outcome, we dive into how B2B battery brand Procell drove pricing power with its use of humour to tap into a key category insight.
Colin Fleming, chief marketing officer at ServiceNow, joins The Marketing Week Podcast to share his lessons in B2B and beyond.
Demandbase CMO Rachel Truair has gone from being employee number two at a pet-moving start-up to some of the biggest SaaS brands in the world.
Nicole German, who heads up marketing for HSBC’s B2B business, says while the fundamentals of marketing remain the same as ever, the rapid rise of AI means it’s essential to get comfortable with change and to keep asking questions.
While marketing is more influential than 12 months ago, investment isn’t always forthcoming, State of B2B Marketing data reveals.
Marketers discuss how to address the challenge of lead generation in the latest episode of Marketing Week’s webinar series, The Lowdown.
From operating in survival mode to finding flexibility, four B2B marketers discuss the ups and downs of going it alone.
Conor McKechnie, Mary-Anne Russell and Jon White urge marketers to make their work stand out.
From choosing “trajectories” over plans to valuing the “return on experience”, female marketing leaders urged their peers to embrace imperfection.
With the vast majority of B2B marketers suggesting nurturing individual accounts is a strategic priority, AI is increasingly being positioned as the tech that can make this scalable.
From developing a “common playbook” for success to establishing a sense of shared context, B2B sales and marketing can become close collaborators.
While no one has it all figured out when it comes to understanding AI, B2B marketers are urged to jump in or risk being left behind.
New data reveals over a third of B2B marketers are often in conflict with sales, while half work for businesses that believe marketing exists to serve the sales team.
From self-consciousness over being a generalist to worries about not owning the 4Ps, some B2B marketers fear their skillset is not up to scratch.
B2B marketers are urged to ditch MQLs, stop fixating on attribution and flex their strategic muscles to resist being boxed into a lead gen corner.
