The B2B Insights Podcast is a monthly series for marketing and insights professionals working in business-to-business markets. It explores fast-changing trends, opportunities, and challenges facing B2B brands today. Episodes cover topics such as customer experience, branding, communications effectiveness, product development, and go-to-market strategy. Listeners get practical insights and tactical takeaways from B2B market experts.
Episodes
#71: Client Spotlight - The Value of B2B CX Research
In this episode of the B2B Insights Podcast, Louise Walton-Coy, Research Director at B2B International, speaks with Ryan Davies, Senior Business Transformation Manager for Customer Experience at Rotork, about the evolving role of customer experience, the growing importance of Voice of the Customer programs and how CX research can help organizations make more informed decisions. With nearly two dec
#70: How Market Research Accelerates Healthcare Innovation
In this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations. The discussion
#69: How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo
In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned. Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a p
#68: How to Build Effective CX Programs
In this episode, B2B International's Conor Wilcock and Jennifer Strange discuss how B2B organizations can better assess and improve customer experience (CX). They cover the challenges of measuring CX in complex environments and share practical steps for building effective CX research programs.
#67: AI Is The New Fire; Don't Get Burned
In this episode, B2B International's Thomas Grubert and Louise Coy share some important considerations when using AI, particularly in market research, and discuss some current pitfalls and future challenges to be aware of.
#66: How To Effectively Target B2B Buyers in 2025
In this episode, B2B International's Conor Wilcock and Simi Dhawan discuss the challenges marketers face when targeting B2B buyers and how they can use segmentation to overcome these challenges.
#65: Common Myths and Misconceptions with Brand Research
In this episode, B2B International's Louise Coy and Jennifer Strange discuss common myths and misconceptions about brand research, share their favorite frameworks for effective brand research, and explain how to make brand research actionable.
#64: The Best Frameworks to Develop Winning Propositions
In this episode, B2B International's Beata Miklosz and Niklas Heitland share their favorite strategic frameworks to develop winning value propositions.
#63: 2024 Superpowers Index: Deep-Dive Into the Latest Findings
In this episode, B2B International's Conor Wilcock and Oliver Truman dive in to the findings of the 2024 Superpowers Index to discuss the big trends in B2B and what makes the difference between winning and losing in 2024. Download the free report > The 2024 Superpowers Index | B2B International
#62: How to Achieve World-Class Quality in B2B Market Research
In this episode, B2B International's Kim Arend and Pete Mullarkey discuss the steps researchers can take to ensure B2B research respondents are who they say they are and provide reliable and accurate insights.
#61: How to Ensure B2B Market Research is Strategic and Actionable
Market research can require a significant investment and it is vital for businesses to see a return in terms of business growth. In this episode, B2B International's Tom Percival and Simi Dhawan discuss how to ensure B2B market research is strategic and actionable.
#60: Lessons in Career Development (with Herminia Ibarra)
In the final episode of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Herminia Ibarra, a world-renowned authority on leadership and career development, for a discussion on how to successfully reinvent your career.
#59: Lessons In Strategic Planning (with Rita McGrath)
In episode 5 of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Rita McGrath, a best-selling author and sought-after speaker and strategic advisor. If you want to learn what it takes to spot disruptive inflection points in your market before they arrive, this episode is for you.
#58: Modern-Day Leadership Strategies (with Kirstin Ferguson)
In episode 4 of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Kirstin Ferguson, an award-winning author, columnist, and company director, and world-renowned leadership expert. If you want to learn what it takes to become an effective leader in today's world, this episode is for you.
#57: Learning to Fail (with Amy Edmondson)
In episode 3 of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Amy Edmondson, Novartis Professor of Leadership & Management at Harvard Business School, and author of 'Right Kind of Wrong: Why Learning to Fail Can Teach Us to Thrive'.
#56: Lessons In Decision-Making (with Wendy Smith & Marianne Lewis)
In episode 2 of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Wendy Smith and Marianne Lewis, co-authors of 'Both/And Thinking', a game-changing book on decision-making.
#55: Lessons In Effective Leadership (with Celine Schillinger)
In episode 1 of our 'World's Greatest Business Thinkers' series, Nick Hague is joined by Celine Schillinger, an award-winning entrepreneur, change agent, and consultant, for a deep-dive into effective leadership.
#54: Building Value-Driven Brand Experiences - Oliver Truman & Simi Dhawan
In this fourth and final episode of the series, Nick Hague is joined by two B2B International colleagues, Oliver Truman and Simi Dhawan. Oliver and Simi explore the key insights from the 2023 B2B Superpowers Index research and discuss the implications for B2B brands.
#53: Building Value-Driven Brand Experiences - Byron Sharp
In the third episode of the series, Nick Hague is joined by Byron Sharp, Professor of Marketing Science and Director at the Ehrenberg-Bass Institute, the world's largest center for research into marketing. Nick and Byron discuss why brands should focus on building mental and physical availability and the importance of distinctiveness over differentiation.
#52: Building Value-Driven Brand Experiences - Jon Lombardo
In the second episode of the series, Nick Hague is joined by Jon Lombardo, Global Head of Research at The B2B Institute, a thinktank funded by LinkedIn. Nick and Jon discuss the theory of reach maximalism, a simple formula to help brands create effective marketing, the law of brand user profiles, and the concept of cash flow funnels.
#51: Building Value-Driven Brand Experiences - Richard Shotton
To kick off the new series, Nick Hague is joined by Richard Shotton, behavioral science expert and author of the hugely popular The Choice Factory. Richard discusses the key learnings from his latest book, The Illusion of Choice, and explains how behavioral science can be used to understand and influence the way buyers behave.
#50: How To Build B2B Technology Brands That Shine
In this episode, B2B International's Head of Growth, Nick Hague, is joined by LinkedIn's Kristen Johanson, to discuss how to build B2B technology brands that shine using key learnings from LinkedIn's 8th Annual Technology Buying Report, Brand to Buyer. Read the full Brand to Buyer report - https://business.linkedin.com/marketing-solutions/success/tech-buyer-research-report Learn more about the 95
#49: A Practical Guide to Delivering Exceptional B2B CX
In this one-off special of the B2B Insights Podcast, B2B International's Head of Growth, Nick Hague, welcomes his father, Paul Hague, to discuss the launch of the second edition of their book "B2B Customer Experience: A Practical Guide to Delivering Exceptional CX".
#48: The Future of B2B Experiences #4: Phil Clayton, Meta
This brand-new podcast series explores how technology powers B2B experiences both now and in the future. From customer experience to brand experience, from user experience to employee experience, technology should now be at the forefront to ensure you remain successful in the B2B arena. In this fourth episode, Nick Hague, host of the B2B Insights Podcast, welcomes back Phil Clayton, Client Partner
#47: The Future of B2B Experiences - Benoit Soucaret, Merkle
This brand-new podcast series explores how technology powers B2B experiences both now and in the future. From customer experience to brand experience, from user experience to employee experience, technology should now be at the forefront to ensure you remain successful in the B2B arena. In this third episode, Nick Hague is joined by Benoit Soucaret, CXO at Merkle. Benoit is a true expert when it
#46: The Future of B2B Experiences - Tejal Patel, Cisco
This brand-new podcast series explores how technology powers B2B experiences both now and in the future. From customer experience to brand experience, from user experience to employee experience, technology should now be at the forefront to ensure you remain successful in the B2B arena. In this second episode, Nick Hague is joined by Tejal Patel, Senior Director of Global Digital Media at Cisco.
#45: The Future of B2B Experiences - Sylvain Panzani, Merkle
This brand-new podcast series explores how technology powers B2B experiences both now and in the future. From customer experience to brand experience, from user experience to employee experience, technology should now be at the forefront to ensure you remain successful in the B2B arena. To kick off the series, our Vice President in North America, Matthew Powell, is joined by Sylvain Panzani, Exe
#44: The Metaverse - The Future of Creating Meaningful B2B Connections?
On this special episode of the B2B Insights Podcast, Nick Hague is joined by Phil Clayton, Client Partner at Meta, to discuss how you can connect with the B2B buyer of today and the part the Metaverse has to play. Phil talks through their recent re brand from Facebook to Meta; a nod towards this new trend in the business community; and the future ambitions of the company. They also get into the
#43: Brand Practitioners - Julia Nicoara, Carbon Trust
In our new Brand Practitioners Podcast Series, we invite brand leaders from organizations across different industries to discuss how they use brand marketing to drive growth and the role research plays in the overall brand and business strategy. In this fourth episode we're joined by Julia Nicoara, Marketing & Communications Director at the Carbon Trust. Julia discusses how they bring to life thei
#42: Brand Practitioners - Melanie Forbrick & Rebecca Seefeld, Siemens Energy
In our new Brand Practitioners Podcast Series, we invite brand leaders from organizations across different industries to discuss how they use brand marketing to drive growth and the role research plays in the overall brand and business strategy. In this third episode we're joined by Melanie Forbrick & Rebecca Seefeld, brand engagement experts at Siemens Energy. Melanie and Rebecca discuss how they
#41: Brand Practitioners - Davion Ford, Arcadis
In our new Brand Practitioners Podcast Series, we invite brand leaders from organizations across different industries to discuss how they use brand marketing to drive growth and the role research plays in the overall brand and business strategy. In this second episode we're joined by Davion Ford, Global Brand Storyteller at Arcadis. Davion discusses the key challenges faced by B2B organizations in
#40: Brand Practitioners - Enno Houwerzijl, ING
In our new Brand Practitioners Podcast Series, we invite brand leaders from organizations across different industries to discuss how they use brand marketing to drive growth and the role research plays in the overall brand and business strategy. In this first episode we're joined by Enno Houwerzijl, Senior Advisor Brand Strategy & Marketing Communications at ING. Enno discusses the challenges in b
#39: What Drives B2B Buying Decisions (with Elizabeth Nann, Executive Director Intelligence at The Wall Street Journal | Barron's Group)
This week on the B2B Insights podcast, our Business Development Director, Conor Wilcock, is joined by Elizabeth Nann, Executive Director Intelligence at The Wall Street Journal | Barron's Group. In this episode, Conor and Elizabeth talk through the WSJ's latest research study conducted by B2B International; 'Trust Your Decisions'. Key insights include the role WSJ plays in supporting commercial
#38: Brand Masters - Jenni Romaniuk
Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters. In this fourth episode, Nick is joined by Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute in Australia. They discuss the research behind her recently updated 'How Brands Grow 2' book, why the law o
#37: Brand Masters - Peter Field
Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters. In this third episode, Nick is joined by Peter Field, marketing consultant and known to some as the "Godfather of Effectiveness". They discuss key insights from some of Peter's recent papers, how B2B companies should
#36: Brand Masters - Peter Weinberg
Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters. In this second episode, Nick is joined by Peter Weinberg, global lead at the B2B Institute, a think tank funded by LinkedIn which researches the future of B2B marketing and decision making. Nick and Peter discuss why
#35: Brand Masters - Mark Ritson
Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters. In this first episode, Nick is joined by Mark Ritson, a Virtual Marketing Professor with extensive experience in helping individuals and organizations become brand experts. Key discussion points include the role of b
#34: Expectations of the New B2B Decision Maker
Following the launch of our recent whitepaper; "The Generational Differences in B2B Decision-Making", we invited Matt Powell, Vice President & Executive Director of North America, and author of the report, onto the B2B Insights podcast. He joins our Head of Growth Nick Hague to talk through the research which was at the heart of the report, focusing on the influence of Millennial decision makers a
#33: CX Practitioners - Peter Seaman, Finning
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this sixth episode we talk to Peter Seaman, Customer Experience & Marketing Manager for Finning UK & Ireland; the world's largest dealer for Caterpillar. Hear Peter's top tips for implementing successful CX programs, how evoking
#32: CX Practitioners - Jo Goossens, Etex
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this fifth episode we talk to Jo Goossens, Strategic Marketing Manager at Etex; an International building materials company with over 13,000 employees globally and revenues of nearly EUR 3 billion per year. Find out why customer
#31: CX Practitioners - Christina Colby, Guidewire
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this fourth episode we talk to Christina Colby, the Chief Customer Officer (CCO) at Guidewire; a provider of cloud-based P&C (property and casualty) insurance software enabling business to streamline processes. Find out how the
#30: CX Practitioners - Laura Lee, Molson Coors
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this third episode we talk to Laura Lee, Strategy and Change Director at Molson Coors; the third largest brewer in the world with revenue of over $10 billion. Whilst the hospitality sector has been dramatically impacted by the p
#29: CX Practitioners - Lisa Best, Kemira
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this second episode we talk to Lisa Best, Customer Communication Manager and CX Lead at Kemira. Kemira is a global chemicals company with annual revenue of EUR 2.7 billion and over 5,000 employees. Hear Lisa's top tips for embar
#28: CX Practitioners - Shaun Myers, Brenntag
Our brand new CX Practitioners series aims to shine a light on the B2B brands who have put their customers front and centre and implemented award-winning CX programs. In this first episode we talk to Shaun Myers, Director of Supply Chain & Service at Brenntag. With close to 13 Billion Euros in revenue and over 17,000 employees worldwide, Brenntag are a true leader in the global chemical sector. Fi
#27: CX Masters - Blake Morgan, Customer Experience Futurist
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this sixth episode we talk to Blake Morgan, a customer experience futurist, author and guest lecturer at Columbia University. Blake's books include "Th
#26: CX Masters - Annette Franz, CX Journey
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this fifth episode we talk to Annette Franz, Founder and CEO of CX Journey. Annette previously served as Chairwoman on the Board of Directors of the Cu
#25: CX Masters - James Dodkins, Rockstar CX
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this fourth episode we talk to James Dodkins, founder of Rockstar CX which provides CX training and internationally renowned keynote speeches. James is a
#24: CX Masters - Bruce Temkin, Qualtrics XM Institute
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this third episode we talk to Bruce Temkin, Head of the Qualtrics XM Institute. Bruce has been a central figure in the world of CX for over 20 years, fro
#23: CX Masters - Ian Golding, Customer Experience Consultancy
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this second episode we talk to Ian Golding, an internationally renowned speaker and blogger on the subject of customer experience and was one of the inau
#22: CX Masters - Colin Shaw, Beyond Philosophy
With CX a top priority for most B2B companies heading into 2021, we're launching our brand new CX Masters series where we talk to the world's greatest CX experts to give you actionable takeaways on how to create a superior customer experience. In this first episode we talk to Colin Shaw, Founder & CEO of Beyond Philosophy. Colin has been recognized by LinkedIn as one of the "World's Top 150 Busine
#21: We Are Merkle B2B - Matt Harrison, CEO of B2B International
In the fifth and final episode of our new "We Are Merkle B2B" series, Nick is joined by our very own Matt Harrison, CEO of B2B International. Matt joined B2B International in 2001 with a background in International Management and very quickly started the transformation of B2B International into a global company by setting up offices in China, the US and Germany. Since then, the company has evolved
#20: We Are Merkle B2B - Ryan Vong, Founder and CEO of Digital Pi
In the fourth episode of our new "We Are Merkle B2B" series, Nick is joined by Ryan Vong, Founder and CEO of Digital Pi. Ryan has over twenty years of marketing experience, helping companies transform their digital marketing strategy into execution and results. He is also a pioneer in marketing automation and was one of the first Marketo Champions. Learn how Digital Pi created a bombproof culture
#19: We Are Merkle B2B - Bob Ray, CEO of Merkle DWA
In the third episode of our new "We Are Merkle B2B" series, Nick is joined by the hugely experienced Bob Ray, CEO of Merkle DWA. Bob started working as a client-side marketer for Fortune 500 tech companies, before moving to another Merkle B2B brand, gyro, where he led them for 8 years. He then joined DWA in 2012 as President of Americas, before taking the reigns as Global CEO in 2016. Learn about
#18: We Are Merkle B2B - Christoph Becker, Global CEO & CCO at gyro
In the second episode of our new "We Are Merkle B2B" series, Nick is joined by Christoph Becker, Global CEO & CCO at gyro. Christoph has been the driving force behind the reinvention of B2B marketing, and in his role as both CEO and CCO, has grown gyro into one of the largest, most successful B2B agencies in the world over the last 10 years. He has spent nearly 30 years building brands and creativ
#17: We Are Merkle B2B - Michael McLaren, Global CEO of Merkle B2B
In the first episode of our new "We Are Merkle B2B" series, Nick is joined by Michael McLaren; Global CEO of Merkle B2B. Michael is a successful and dynamic business leader who has held a variety of global executive roles in the U.S., Australia, Singapore, and Japan. He has extensive experience managing integrated brand communications and over the years has worked with key global clients, includin
#16: How to Embark on a Digital Transformation Journey
This week Matt Powell is joined by Steve Chad, Customer Engagement Manager at PFU, a Fujitsu company. They will be discussing how to embark on your digital transformation journey and ensure the results effectively meet your business goals and objectives. They cover the benefits of digital transformation, the best starting point for your journey, the biggest hurdles you may face, what a digital tra
#15: Increasing Customer Satisfaction Through Digital
Simi Dhawan is joined by Gabe Schlake, Global Head of Customer Success at CPA Global, to discuss what digital transformation really means and why it's the foundation of customer success. Hear why digital investment is imperative if you want to deliver the very best customer experience, how CPA Global implemented a digital-first approach to transform ways of working and position their people as dig
#14: Creating a Customer-Centric Digital Experience
Our Head of Growth Nick Hague is joined by Iain Valentine, the CEO of Isobar UK&I for an in-depth discussion around building a customer-centric digital experience. From our recent COVID Tracker research, we have seen a (perhaps unsurprising) massive shift towards digital transformation with two-thirds of businesses across a very broad range of verticals stating that they are building more digital-
#13: The Changing Workforce
This week I'm joined by Simi Dhawan, who works alongside me as a Research Director at B2B International. With COVID-19 accelerating changes to working cultures in organizations around the world, we delve deeper into the changing workforce. While flexible working was once deemed to be a "nice to have", it is now an expectation as employees try to balance their personal lives and needs with that of
#12: The Importance of an Agile Strategy w/ David Ward (Irwin Mitchell)
Today on Insights Inside, I discuss agile strategies and "the new normal" with David Ward, Group Sales and Marketing Director at Irwin Mitchell. Find out how they've flexed their operating model so quickly, and how they've maintained their "people culture" in this new digital world.
#11: The Importance of Selling on Value w/ Steve Laborda (ValueBizbooster)
This week on Insights Inside I talk to Steve Laborda, Founder of ValueBizbooster. ValueBizbooster is a consultancy designed to educate others on value selling and how to deliver organizational transformation. We discuss the importance of selling on value in today's challenging climate and the key steps you need to take to be successful with it.
#10: The Role of Strategists to Deliver New World Success w/ Rhys Taylor (gyro)
This week on Insights Inside, I talk to Rhys Taylor, Head of Strategy APAC for gyro. gyro are the first full service, global creative B2B powerhouse. We discuss the importance of placing your customer at the heart of your strategy, how CMOs can identify opportunities in the current situation, and why delivering a seamless omnichannel B2B experience is so crucial.
#9: How Research & Insights Can Help Businesses Navigate Uncertain Times w/ Jane Frost (MRS)
This week on Insights Inside, Matt Powell talks to Jane Frost, CEO of the Market Research Society. An industry leader within the research space, Jane discusses the importance of businesses continuing to focus on research in times of uncertainty, as well as how research professionals can best position and frame the value of research within their companies to ensure its importance is recognized.
#8: Bringing Your Brand To Life Through Culture w/ Theo Kroese (Moving As One)
This week on Insights Inside, my B2B International colleague Matt Powell is joined by Theo Kroese, the Founder of Moving As One. Theo previously led the global marketing strategy at Mammoet, and has now used his expertise to start up his own consultancy which helps businesses align their teams around a common goal. Matt and Theo talk about bringing a brand and customer experience to life through t
#7: The Importance of Innovation to Stay Ahead w/ James Gibson (Michelin)
This week marks the first episode in our "Insights Inside" series where we speak to business leaders to find out how they're responding to the current crisis. Joining us today is James Gibson, Insights Manager at Michelin Europe. We discuss how Michelin have remained at the forefront of innovation during COVID-19 and how insights have helped them adapt their strategy to become more digital-focused
#6: Customer Experience – More Important Than Ever in Times of Uncertainty
This week I'm joined by Shep Hyken, a customer service and CX expert and the Chief Amazement Officer of Shepard Presentations. Shep is a New York Times and Wall Street Journal bestselling author and has been inducted into the National Speakers Association Hall of Fame for lifetime achievement in the speaking profession. In this episode we discuss how brands can manage customer experience in times
#5: Diana Stewart, President of EnvirOx, on Cleaning Best Practices and the Role of Marketing During COVID-19
The cleaning industry is essential in addressing the current pandemic caused by COVID-19. EnvirOx is a leader in the manufacturing and marketing of environmentally preferred cleaning technology, and has experienced substantial increased demand in recent weeks for its cleaning products and expertise. Diana Stewart, President of EnvirOx, discusses cleaning best practices, the role of marketing duri
#4: Lorraine Martin, CEO, NSC on Navigating the COVID-19 Crisis
Lorraine Martin, President and CEO of The National Safety Council joins us to discuss how employers can navigate the COVID-19 crisis. Lorraine shares her three-fold strategy; being smart, being prepared and being respectful. She also discusses what we can learn from organizations that are responding well to COVID-19, and what can employers do if they are not sure what to communicate to employees.
#3: The Power of Brand
This week I'm joined by Antoine Philippe, a hugely experienced and lifelong b2b marketer. Antoine's illustrious career has seen him head-up marketing, brand management, product management, customer experience and digital marketing departments for leading brands such as Henkel, Hilti and Etex. In this episode we discuss the fundamental components of successful brands, why a strong brand can act as
#2: What Makes a CX Leader
What do brands delivering best-in-class customer experience do differently than the rest? In this episode I'm joined by Oliver Truman, Head of Research & Analytics at B2B International, to discuss the findings of a recent study into customer experience performance across b2b brands. Looking through the lens of the '6 Pillars of CX Excellence', we look at why CX progress has stalled among b2b brand
#1: How B2B Brands Can Win With Emotion
How important is emotion in driving b2b behavior? In this episode I'm joined by Conor Wilcock, Director of Business Development & Sales at B2B International, to share the findings of our recent 'State of B2B' study of 2,000 business decision-makers across Europe, the USA and China. We'll discuss the role that emotions play across the entire b2b buying process, and look at how b2b brands can develo
#0: Intro to the B2B Insights Podcast
Welcome to the B2B Insights Podcast, the show created to give b2b marketing and insights professionals the valuable insights and tactical takeaways they need to develop winning strategies. My name is Nick Hague and I'm the founder and now Head of Growth at b2b market research specialists, B2B International. Each month, I'll be joined by expert guests as we discuss exciting new trends and opportuni
