B2B Marketing Features

It's not only consumer brands which have stories to tell, says Sage's head of brand marketing Joanna Elliott: B2B marketers too, must be brave and bold. She met Lucy Fisher

Andrew Buckley is on a mission to 'globalise' marketing at American Express, using cutting-edge technology. Lucy Fisher met him to discuss his approach to this massive challenge

Former molecular biologist Javier Diez-Aguirre thinks marketing needs to become more sustainable. As Ricoh Europe's director of corporate communications, his objective is just that, says Lucy Fisher

IT marketer Sally Hanson talks to Meg de Jong about her involvement in charity event Byte Night, explaining how to market charities to businesses and the benefits of getting involved

Deb Nelson, tech giant HP's senior vice president of marketing for its technology group, talks to Meg de Jong about what inspires her marketing

Meg de Jong talks to Samantha Stroud, B2B marketing manager of EOn, about the marketing challenges and opportunities of sponsoring the FA Cup

Just as important as a good campaign is knowing what to do with the response, Pete Jakob, IBM's marketing transformation leader and original lead nurturer, tells Meg de Jong

Meg de Jong sits down with influencer marketing evangelist Nick Hayes, president and founder of Influencer50, to talk about what makes decision-makers tick

As the TFM&A expo looms on B2B marketer's calendars, Meg de Jong sits down with the marketer behind the event, Clare Puddifoot, and finds out about the challenges of marketing to marketers and the future of trade exhibitions

David Osborne is head of marketing at Stanley Tools and responsible for its recent B2B Marketing Award-winning experiential campaign 'Judgement day'. Lucy Reiter spoke to him about his own set of marketing tools and how he manages to keep the brand fresh

Facebook may get all the media attention, but behind the scenes its professional equivalent, LinkedIn, has been quietly notching up a membership of 27 million, attracting a new user every two seconds. Cristina Hoole, its new marketing & PR director for Europe, tells Lucy Reiter why

Mick Hegarty has worked in various departments in BT Business, starting out in engineering, but his role as marketing director seems to be his true calling. Lucy Reiter speaks to him about his love of SMEs and business marketing

Marketing printers to businesses might seem mundane, but at Oki Printing Solutions the emphasis is on breaking with convention. Lucy Reiter talks to marketing director Ewa Johnson about her passion for innovation, colourful ideas and sponsoring a winning football team

Since Rackspace was set up seven years ago, it has gone from strength to strength. Fabio Torlini heads up its marketing department and talks to Lucy Reiter about his passion for customer service, rebranding and recruiting the right staff

Duncan Lewis has had a busy 18 months as group marketing director at Land Securities, steering it through an award-winning rebrand and laying new foundations across the marketing function. Claire Weekes caught up with him to talk about branding, buildings and travel bugs

Lucy Reiter speaks to JCB's worldwide marketing & brand director Chris Wright, about using dancing diggers to communicate to a business audience, its award-winning Dieselmax PR campaign and its global ambitions

Four months ago, Google picked out James Elias to become its first UK head of business marketing. Claire Weekes caught up with him to find out what he has planned for the brand in 2008

As a target audience, small businesses are a disparate group, notoriously hard to pin down. But with an experienced head of marketing at the helm of its small business division, software giant Sage is running full steam ahead. Lucy Reiter speaks to Dawn Baker about its increasingly innovative approach to this market

Gary Brine heads up Gyro International, by far the biggest UK B2B marketing agency, which is also on track for world domination. Lucy Reiter met up with him to discuss the company's latest moves, and finds out what drives him

Speedy Hire's award-winning 'Safety from the ground up' campaign continues to be a resounding success. Lucy Reiter met the man responsible, group brand manager, Neil Thompson

The transformation of NTL Telewest into Virgin Media has been one of the highest profile events in a year beset by media mergers. But whilst the consumer division was launched with a multi-million pound campaign, the B2B operation carried on as before using its 'legacy' brand. Joel Harrison met with NTL Telewest Business's director of marketing & strategy to find out why

The Economist's 'White out of red' campaign has been one of the most enduring, effective and ultimately iconic marketing initiatives in history. As the magazine's brand marketing director, Jacqui Kean explains to Joel Harrison, its role in driving new readers and advertisers for the magazine is increasingly global

Mark Allatt has spearheaded the global brand rationalisation and reinvention of Deloitte, which has been instrumental in taking the firm from an also-ran to number two in the professional services sector. He met with Joel Harrison, to explain how he fashioned a highly successful career in marketing from a passion for politics

David Smith found transforming Canon Business Solutions into a marketing-led, customer-focused organisation more challenging than he had first anticipated. But as he explained to Joel Harrison, an unconventional solution based on understanding customer's pain points and relating them to a human level is building momentum for the brand in a tough market

Strategy manager for financial services at the software house, which is hogging the headlines in this issue of B2B Marketing

Ceri George, strategic marketing manager at Corus Colorcoat, has incorporated lessons learned by Intel, Skoda and Hoover's in her brand strategy, which is designed to prepare the subsidiary of the steel maker for the challenges it faces in the increasingly uncertain global economy

The winner of the DMA Young Spark Award on the secrets of her success

Amanda Rendle abandoned her ambition of working in TV makeup in favour of a career in finance marketing. But as the head of business marketing for HSBC tells Joel Harrison, she's never looked back

The winner of B2B Marketer of the Year shares the secrets of his success

Ryder gave new marketing director Robin White a clean slate in bid to resurrect its marketing function and to ditch its 'yellow-van-people' legacy brand positioning. He discussed the challenges involved in building a marketing function from scratch with Joel Harrison

Lauren Flaherty played a crucial role in the greatest marketing reinvention of our time: transforming IBM from a dinosaur into the brand that has defined the technology sector for this millennium. Can she repeat this feat at struggling telecoms giant Nortel? Joel Harrison reports

Peter Hambly is not an environmental crusader, but he is tasked with the small matter of convincing UK businesses of all sizes to take climate change and energy efficiency seriously. The Carbon Trust's director of marketing & communications met with Joel Harrison to explain his current challenges, and how a career in posters, politics and charities has inspired him

BOC Industrial is a brand at the heart of the British corporate establishment, with a heritage dating back to the dawn of the industrial age and key roles in numerous traditional industries and businesses. But in Australian Pamela Edmond, it has a marketer who is not afraid to challenge convention, and is determined to inject new life into an industrial giant

Martyn Lambert, VP of marketing for EMEA at Avaya, has made a career out of being in the right place for each new wave of technology. His challenge for 2006 is to use the $100 million sponsorship of the World Cup to propel Avaya forward into the new era of VoIP. He met with Joel Harrison

Sun Microsystems had struggled to adapt to changes in the IT market, despite a reputation for excellence and innovation that has made it a much-admired industry pioneer. Marketing director Michael Avis explained to Joel Harrison why a fundamental shift in its approach to marketing was seen as the only solution

Karen Wilson, European marketing director for Yahoo Search Marketing rides the rollercoaster of Internet search engines, and has managed to come up smelling of roses. Kate Walsh reports

Bank of Scotland Corporate developed a brand proposition that played on its actual – not aspirational – strengths to build a presence in business banking. It then used its contacts to secure maximum exposure for a striking brand campaign. No wonder it was unanimously voted the Best B2B Brand of 2005. Joel Harrison got the inside story from its head of marketing, James Farrar

Andy Barrett, director of marketing at DHL Global Mail, has had a hectic three years preparing for full deregulation of the UK's mail market. But now the real battle begins as 15 operators fight for a share of the billion pound industry. He met with Kate Walsh

Most marketing directors will undertake at least one rebrand in a career. Fausto Amoroso, director of marketing for Affiniti, undertook three in less than 10 years. He met with Kate Walsh and discussed how to make a good brand, the dangers of tech-speak and his admiration for Chelsea Football Club

He played a crucial role in raising awareness of the 2012 Olympic bid, now he's director of brand at telecoms company Colt. Mark Savage spoke to Kate Walsh about getting London cabbies 'on brand', competing with telecoms giant BT and how much he spent on the bid committee

Chris Hinds, head of marcoms at Brother, knows how to engage his audience – this year he spent £2 million on a Channel 4 sponsorship. Yet this doesn't take away from the ongoing and more arduous task of raising Brother's brand awareness in a market dominated by the likes of HP. He met with Kate Walsh

Working for an American company set up by Mormons, Caroline Meechan, director of sales and marketing at Marriott Incentive Vouchers, has a few anecdotes to tell. But she's also been instrumental in increasing the company's turnover by 400 per cent in five years. She met with Kate Walsh

The Hitachi brand reigns supreme in its native Japan but it's not faring so well in Europe. Mark Wilkin, head of brand and communications for Hitachi Europe, is the man charged with injecting some Eastern promise. He met with Kate Walsh

Danny Garvey started with BT three decades ago as an engineer, rising to vice president of marketing for BT Global Services, and was recently responsible for the biggest ever B2B marketing campaign valued at £26 million. He met with Joel Harrison to discuss his plans to compete with global services companies and the challenges of managing a marketing team of 270 in 16 countries

The European corporate credit card market is growing through the emergence of new markets in the East and new services in the West. Jonathan Nixon, head of sales and marketing for Visa Commercial Solutions, is the man tasked with exploiting these opportunities – no mean feat when his territory spans 5000 banks in 26 different countries. He met with Joel Harrison

The merger of Group 4 and Securicor has created a market leader for the security industry that is determined to raise the profile of the sector and dramatically change perceptions. And in Douglas Greenwell, it has a marketing director who is determined to secure its status as the “IBM of the security industry.” He met with Joel Harrison

Danielle Atkins swapped crowded commuter trains and a senior marketing position at PWC for the fresh sea air of Cornwall and the responsibility for the county's inward investment campaign, Cornwall Pure Business. And as she told Joel Harrison, she couldn't be happier with her choice

David Sear, chief marketing officer at Voca, has overseen a rebranding programme designed to transform an uninspiring domestic clearing co-operative into a global payments and technology powerhouse with a sophisticated marketing presence. No pressure, then. He discussed his strategy with Joel Harrison

B2B Marketing traces the histories of key personnel at Lufthansa where the marketing team's diverse origins reflect the airline's range of destinations

BT's ambitious plans to dominate the UK directories market with the relaunch of its Phone Book product is being led by Marc Tonnon, a marketer with 25 years experience working on directories around the world. He met with Joel Harrison

B2B Marketing traces the histories of key personnel at leading B2B building and construction brand Carillion