Last week, we hosted a B2B marketing event with a number of interesting speakers. To kick things off, we had one of favourite clients, Ben Richardson, Global Marketing & Brand Director, of Stanley Black & Decker. Ben has spoken at our previous events and is a great speaker and always delivers lots of excellent insight in direct and common sense style. Ben talked about his approach to B2B sales and marketing. Ben’s key points were that branding in B2B is a key driver of positive brand connection and that it’s important to address the personal challenges of customers as well as their business challenges.

Ben was followed by YFS double act, Steve Quirke (Head of Strategy) and Darren Groucutt (Creative Director). Steve talked about the complexities of B2B sector but echoed many of Ben’s points, in that it was key to create “emotional connections”. After Steve’s explanation of YFS B2B approach, Darren showed some examples of our B2B work including DeWalt and Fuel Box. Darren’s key take away was that its vital that B2B brands use “real, conversational” language rather the typical B2B corporate speak to get real cut through with customers.

Steve Quirke with the best slide of the session.

Next up was Alexander Low of Digital Partnership Associates who was posed the question: “How Social is your B2B Sales & Marketing”? Alexander had many strong views and at one point was challenged by Ben from Stanley Black & Decker about the importance of brand in B2B. Things got a bit tense, but it was great to see two people genuinely debating the subject with real passion. Maybe we should organise a B2B Sales v Brand “White Collar Boxing” match as our next event? The most astonishing thing about Alexander’s talk was the revelation that he attracts 3 sales leads per week through his social channels. Amazing!

The final speaker was Marc Ortmans of GEN UK who spoke about “Why Bad Briefs turn a creative into a strategist?”. Marc shared lots of great campaigns that he had been involved with including the “UEFA Champions League Anthem”. The football fans in the audience were very impressed!

Overall, it was a great night and lots of great chat afterwards. Check out our little film from the event.

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