Ben Norton

B2B media leaders: Build brands audiences can't ignore Our recent webinar focussed on how B2B editors can create market-leading brands. Business Information Practice Lead Andy Baker spoke to Editors of The Lawyer , Catrin Griffiths and the Health Service Journal, Alastair McLellan on how they have built market-leading brands. Find some of the key takeaways below 🔍 Know your audience: Craft content that resonates with each segment, not a generic mass. 🔍 Fuel subscriptions with innovation: Fresh ideas from your editors keep subscribers engaged. 🔍 Move incrementally: Gradually expand your offerings for a smooth transition. 🔍 Go digital-first (Plan Carefully): Ditch print for a streamlined, modern approach. 🔍 Empower your editors: Attract top talent with strong leadership & autonomy. Watch the full webinar in the comments ⬇️⬇️⬇️

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Great article from Martyn Bentley on the importance of measuring and maximising the reach of your marketing investments. #audienceproject #measurement #ROI #reach

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This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.

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'The customer experience is the new battleground - it's not about price' - Paul Matthews, CCXP insight6 Sussex & Surrey Watch the full interview with Paul here: https://lnkd.in/dCeExDRK #Brilliantbusinesses

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“brand is of “utmost importance” in today’s “commoditised market.” The term ‘performance marketing’ has swayed budgets away from brand marketing, as managers understand performance but struggle to understand value in brand marketing. I’ve conducted hours of research for B2B clients over the last 12 months & the things their customers remember them for relate to the brand. They are culture, apprenticeships, training and invest in people, innovation (product & service), (personal) relationships, integrity and other value-based behaviour. These things require marketing to bring them to life, ‘lifting the lid’ on what you believe in, the people behind the business, the activities that make the business special and unique. Communicating these things creates distinctiveness in competitive markets. It’s good to invest in performance marketing too, however it’s the brand marketing that will help a business stand out, create memorability for your audience and enable buyers to connect more personally.

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Today see's the launch of the Clear Channel UK Insight Store 💡 We've put all our brilliant research and insight into one place to make it super easy to access, whenever you need it. So, whether your looking for the latest consumer behavior, category case studies, or effectiveness studies, you'll find them all there on the Clear Channel website. Link in the comments below 👇 #outofhome #marketing #ooh

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New Episode! "88. Re-evaluating demandgen: what marketers need to know" In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities o...

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𝟮𝟬𝟮𝟱: 𝗧𝗵𝗲 𝗬𝗲𝗮𝗿 𝘁𝗼 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺 𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘄𝗶𝘁𝗵 𝗙𝗼𝗰𝘂𝘀, 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 2025 isn’t just another year—it’s the end of a nine-year cycle, a moment to reflect, resolve, and rebuild. This is your opportunity to focus on your strengths, craft meaningful marketing that cuts through the noise, and embrace AI with a human touch to drive sustainable growth. Learn how to break free from the past and position your business for success in the years ahead. #fractionalcmo #marketingstrategy #marketingconsultant https://lnkd.in/ee8dMSTw

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Budgets are short term, OS bosses looking after big scale markets and new budgets could well be financial year so lets just see what the back end of the year provides..... #adspend #businessoutcomes #digitaladspend

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A recent survey by the CIM | The Chartered Institute of Marketing reveals a critical need for clear guidance on ESG communications, with 87% of marketers calling for global standards to help avoid greenwashing risks. Marketers face growing pressure from both colleagues and stakeholders to provide solid evidence for sustainability claims, underscoring the need for transparency and trust: https://lnkd.in/efukkf-k As CIM’s Chief Executive, Chris Daly, aptly puts it: “Marketing has a critical role to play in driving the sustainability agenda forward with marketers feeling increasing pressure to communicate and evidence their brand’s sustainability credentials. It’s vital that the conversation around environmental claims is professional.” The findings also highlight a concerning trend—'greensquashing,' where companies limit both their sustainability ambitions and communications due to fear of greenwashing. This cautious approach impacts companies’ ability to authentically engage with audiences on their sustainability progress. 📅 #edie25 on 26-27 March 2025 will dive deeper into these themes, featuring speakers like Alex Robinson (Hubbub), Charlotte Love (Standard Chartered), and Victoria Moorhouse (Kingfisher plc). Mentions: Sarah George, edie #AntiGreenwashCharter #Greenwashing #ESG #SustainableMarketing #CIM

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Looking forward to this webinar with Richard Chiumento FCIPD tomorrow morning. Good level of sign-ups from from senior leaders at heavyweight businesses...a reminder that purpose in business is very much still alive and kicking! When it comes to the 'business case' for purpose, what questions do you feel remain unanswered? Let me have 'em - the more challenging, the better... 💪 #purposedrivenbusiness #purposefulleadership

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Missed our recent webinar on 'How to Boost the Effectiveness of Your Marketing Function'? Here’s a sneak peek of what you missed. The full session is available on demand here: https://lnkd.in/eaDTf9zF Lydia Kirby, our Marketing Transformation Director, shares her top tips on the three key factors that can significantly enhance your organisation's marketing effectiveness, efficiency and audience engagement. #marketingeffectiveness #KPIs #agilemarketing

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Listen to Paul Wiefels, Chasm Group Managing Director & Co-Founder, on The B Word podcast as he discusses the challenges facing tech businesses such as the increasing complexity of #GoToMarket strategies and its five key elements (vision & strategy, category, offer, positioning and branding). https://lnkd.in/gZrxU5Ma Design by Structure

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Listen to Paul Wiefels, Chasm Group Managing Director & Co-Founder, on The B Word podcast as he discusses the challenges facing tech businesses such as the increasing complexity of #GoToMarket strategies and its five key elements (vision & strategy, category, offer, positioning and branding). https://lnkd.in/gZrxU5Ma Design by Structure

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Listen to Paul Wiefels, Chasm Group Managing Director & Co-Founder, on The B Word podcast as he discusses the challenges facing tech businesses such as the increasing complexity of #GoToMarket strategies and its five key elements (vision & strategy, category, offer, positioning and branding). https://lnkd.in/gZrxU5Ma @Design by Structure

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Listen to Paul Wiefels, Chasm Group Managing Director & Co-Founder, on The B Word podcast as he discusses the challenges facing tech businesses such as the increasing complexity of #GoToMarket strategies and its five key elements (vision & strategy, category, offer, positioning and branding). https://lnkd.in/gZrxU5Ma @Design by Structure

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Listen to Paul Wiefels, Chasm Group Managing Director & Co-Founder, on The B Word podcast as he discusses the challenges facing tech businesses such as the increasing complexity of #GoToMarket strategies and its five key elements (vision & strategy, category, offer, positioning and branding). https://lnkd.in/gZrxU5Ma @Design by Structure

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