BBNmixtape podcast

BBNmixtape

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Trail-makers: Luxid's 28-Year Journey with BBN International, with Susanna Justi 21:57

vor 7 Tagen21:57

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21:57

Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honour those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027. Today, we celebrate Luxid Group and its remarkable 28-year partnership with BBN. We're joined by Susanna Justi, their Chief Operations Officer, whose journey began in 1996 when their agency was called Idea Development - starting with just 10-15 people in Finland. In this milestone episode, Susanna Justi takes us through Luxid Group's transformative 28-year journey with BBN, from a small Finnish agency called Idea Development to today's 180-person international operation across three countries. We explore how BBN's honest, open relationships between agency owners have shaped both business growth and personal development. Susanna shares insights from her time on BBN's executive board around 2010, the agency's evolution through rebranding to IDBBN, and their 2022 merger with Luxus Worldwide. The conversation reveals how the partnership has been instrumental in navigating major transitions, including their approach to AI technology. It demonstrates how true partnership creates lasting value through shared learning and genuine friendships. Key Points: From Small to Global : Growing from 10-15 people in the 90s to 180 people across three countries, with BBN providing crucial guidance for international expansion Board Leadership Experience : Serving on BBN's executive board taught valuable lessons about global business and provided personal development opportunities Evolution of Network Value : The shift from geographic market entry support to specialised expertise and competency sharing in today's internet-connected world Honest Business Relationships : The unique value of open, transparent discussions between agency owners about real business challenges and solutions Strategic Partnership Growth : The 2022 merger with Luxus Worldwide formed Luxid Group, with BBN connections helping them find partner Tricom AI as Opportunity : Leveraging technical backgrounds in marketing automation and development to embrace AI transformation rather than see it as a threat…

BBNmixtape

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Can Cannes Can with Mike Ruby of Park & Battery 38:52

vor 8 weeks38:52

38:52

Key Links: Park & Battery: https://parkandbattery.com Park & Battery LinkedIn: https://www.linkedin.com/company/parkandbattery BBN | Agency X: www.bbn-international.com/agencyx This episode Ed Davis rewinds the reel on Cannes Lions to ask whether the festival is finally judging B2B work on its own creative terms. His guide is Michael Ruby, fresh from the Croisette after Park & Battery’s Roto-Rooter campaign became one of only a handful of pure-play B2B entries to make the Creative B2B shortlist. The vibe in Cannes Ruby describes a “whirlwind” first visit: endless content, dizzying networking and—crucially—a palpable momentum for business-to-business brands. With B2B entries up to 415 this year, he believes the new compliance checks have helped weed out thinly veiled B2C work and sharpen the category’s focus on genuine business impact. Evolving judging criteria Both host and guest agree the jury is learning to look beyond clever execution to lasting impact. Ruby notes that the best-in-class entries marry creativity with commercial proof: not just impressions and clicks, but measurable shifts in buying intent or brand preference. Yet very few campaigns—his own included—are “culturally sticky” enough to be remembered in five years, a challenge he throws down to the industry. Behind the Roto-Rooter short-lister Turning America’s best-known plumber into an emotional storyteller started with one insight: nearly half of small businesses never reopen after a major flood. From there Park & Battery pushed a long-trusted client to embrace talking toilets, wry humour and a budget-friendly regional media plan. Stakeholders bought in instantly—as long as every line stayed technically accurate for professional plumbers. Data, emotion and AI The pair dissect the uneasy dance between performance metrics and brand building. Gartner still says 60 % of martech sits idle; Cannes jurors can hardly be expected to decode MQLs and SQLs, so agencies must translate data into clearly meaningful outcomes. On AI, Ruby sees a gulf between public bravado and private anxiety: smart teams are automating the menial to free humans for concept craft, while audiences begin to recoil at low-grade “AI slop”. Campaigns that raised the bar Beyond his own work, Ruby highlights AXA’s “Three Words” domestic-abuse clause, Spotify/FCB’s “Song for Every CMO” (with just 14 hyper-targeted impressions) and Vaseline’s TikTok verification series as benchmarks that blend purpose, precision and share-worthy storytelling. Advice for would-be Lion-tamers “Stop sitting on the side-lines.” B2B specialists have the craft, but must invest time and a modest budget in world-class case films. If Park & Battery can do it four years in, anyone can. The only real barrier is deciding to enter.…

BBNmixtape

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Employer Brand with John Williamson of LinkedIn 29:45

vor 18 weeks29:45

29:45

In this insightful podcast episode, host Peter Lyall sits down with John Williamson, a senior content consultant at LinkedIn, to delve into the powerful impact of employer branding on organizational success. The discussion centers around how a strong employer brand not only attracts top talent but also enhances market positioning and customer engagement. John explains that at its core, employer branding is about creating a fun and engaging work environment where employees feel valued and connected to the company’s mission and culture. Throughout the conversation, they explore the alignment of internal employee engagement with external brand perception, emphasizing that leadership’s authenticity and commitment to a clear set of values are crucial to fostering a positive workplace culture. John highlights the importance of measurable metrics—such as employee engagement scores, retention rates, and participation in advocacy programs—to gauge the effectiveness of employer branding initiatives. Drawing on examples like LinkedIn’s own strategies and the legendary craftsmanship at Rolls Royce, he illustrates how shared values and consistent communication create enduring organizational success. The episode also addresses challenges in today’s fluctuating work environment, suggesting that regular one-on-one check-ins, open communication channels, and even simple gestures like saying “thank you” are vital tools for re-engaging a disillusioned workforce. Finally, the discussion touches on contemporary issues, including diversity, equality, and inclusion, affirming that these remain indispensable aspects of a robust employer brand. Key Points: Definition & Importance: Employer branding is about creating an engaging work culture that attracts top talent and drives business success. Alignment of Culture & Strategy: Effective employer branding requires synchronizing internal cultural initiatives with external brand messaging, leveraging leadership, HR, and marketing. Measurement & Engagement: Key metrics like employee satisfaction, retention, and advocacy programs are essential to assess and boost the effectiveness of employer branding efforts. Authentic Communication: Regular check-ins, transparent leadership, and acknowledging employee contributions are critical in maintaining a healthy workplace atmosphere.…

BBNmixtape

1
WorldFest 2024 Preview with Cameron Clarke of The Drum 28:12

vor 40 weeks28:12

28:12

In this episode of BBN Mixtape, we’re joined by Cameron Clarke, editor of The Drum , to explore some of the hottest topics in B2B marketing ahead of WorldFest. We dive into the evolving role of creativity in B2B, the balance between brand-building and demand generation, and the impact of AI on marketing strategy. Cameron shares his insights on what makes for a strong CMO-CRO relationship, how relationship marketing is changing, and the unique opportunities sports marketing presents for B2B brands. Whether you're attending WorldFest or tuning in from afar, this conversation offers a sneak peek into the challenges, innovations, and opportunities driving the future of B2B marketing. Get ready for practical insights and forward-thinking strategies from one of the industry’s most seasoned observers.…

BBNmixtape

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WorldFest 2024: The B2B Revolution is Here 46:23

vor 46 weeks46:23

46:23

In this episode, we discuss WorldFest 2024 with Richard Parsons of True in the UK and David Jordan of Bader Rutter in the US. Aligned to the topics of WorldFest, they explore the evolution of creativity in B2B compared to B2C, the impact of technology and AI on marketing strategies, and the importance of collaboration between marketing and sales teams. For Info on WorldFest, visit: https://events.thedrum.com/b2bworldfest/ For a discounted ticket to either the London or Chicago events, use code ed10…

BBNmixtape

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Global to Local: The case for localization with Geri Sancho of LinkedIn 33:33

vor 1 year33:33

33:33

On this episode of BBN Mixtape we sit down with Geri Sancho of LinkedIn and discuss localisation of content and campaigns and how it is crucial for businesses that want to enter new markets and maintain a consistent global brand image while being relevant to local consumers. During the podcast Geri hits on adapting global marketing strategies to meet local market needs, including cultural, social, and regulatory differences. She also discusses how companies often struggle with effectively joining global and local objectives, but successful localisation can give them a competitive edge and foster trust and loyalty with consumers.…

BBNmixtape

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Thought Leadership with Raffy Vota of LinkedIn 31:54

vor 1 year31:54

31:54

Thought leadership is a powerful tool for building trust and credibility, attracting high-quality leads and employees, and strengthening relationships. It requires authentic and consistent communication from executives who are seen as industry experts. LinkedIn provides a framework for executives to identify their brand archetypes, such as visionary, evangelist, guide, or mentor, and align their content with their passion points. The three P's model (profile, publishing, participation) helps executives gradually build their thought leadership presence on LinkedIn. It is important to have an up-to-date profile, engage with the network, and publish content that resonates with the target audience. Takeaways Thought leadership builds trust, credibility and differentiation for a brand Executives should identify their brand archetypes and align their content with their passion points Thought leadership requires an investment of time and resources…

BBNmixtape

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Trends Survey for Central and Eastern Europe 38:16

vor 1 year38:16

38:16

In this episode of BBN Mixtape, Ed Davis speaks to three BBN Partners based out of Central and Eastern Europe: Pavel Marek of Marco based out of the Czech Republic, Attila Rasko of ContentPlus, which is located in Hungary and Andrei Stoica, who is the namesake of Stoica and operate out of Romania. These group of Partners recently partnered together along with a fourth organization, eMarketing Stars, to survey nearly 40 corporate marketing leaders in the region about what is working, best channels / tactics as well as strategies and overall market trends for the Central and Eastern European region. It is a great piece of work and you’ll be able to find a copy of it here .…

BBNmixtape

1
Navigating Japan: Expert Insights on B2B Success and Digital Trends 47:27

vor 1 year47:27

47:27

In this episode, Annette Fernandes is joined by Robert Heldt, CEO of BBN's partner agency, Custom Media, based in Tokyo, Japan. we'll explore everything from the importance of market understanding and the nuances of business etiquette in Japan to effective marketing strategies and the impact of digital transformation on B2B communications. Robert will also share his top advice for foreign companies aiming to make their mark in Japan and discuss emerging trends that could redefine the future of B2B marketing in this vibrant market.…

BBNmixtape

1
Interview with Latané Conant, CRO of 6sense 31:15

vor 1 year31:15

31:15

In this episode of BBN Mixtape, Andrew Haussegger of Green Hat interviews Latané Conant , CRO of 6sense. They cover a wide range of topics including the current state of the marketing industry and the challenges and opportunities that lie ahead and the impact of AI on marketing. Latané also shares insights on budget allocation, the role of the CRO, and the application of marketing strategies to post-sale activities.…

BBNmixtape

1
Spotlight Strategies: Mastering Media Attention in B2B Marketing 29:55

vor 2 years29:55

29:55

In this thought-provoking episode of "Spotlight Strategies," we delve into the diverse landscape of media platforms and dissect their roles in capturing and maintaining the attention of B2B audiences. Join us as we explore the unique dynamics of various media types, from display advertising to social media and video content. We'll analyze the effectiveness of each medium in conveying complex B2B messages and discuss how this relates to Share of Voice and building lasting connections with your audience. We also discuss the importance of creating standout creative content to earn attention via the media channels we select.…

BBNmixtape

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B2B Blueprint: Content Planning Mastery 24:07

vor 2 years24:07

24:07

This episode of BBNmixtape dives deep into the art and science of crafting and planning content for the business-to-business realm with Michelle Crawley from BBN's partner TricomB2B. If you've ever wondered how to tailor your content strategy to a specific audience and industry, align your narratives with complex sales cycles, or want to maximise the impact of your B2B marketing efforts, you've landed in the right place.…

BBNmixtape

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Creativity leads to Better Marketing Results 27:19

vor 2 years27:19

27:19

In the world of B2B marketing, content has typically and historically been dry and unengaging. Join us in this episode of riveting conversation with Ed Davis and Managing Director Stuart Jaffray from BBN partner GreenHat in Australia to explore the power of inspired visuals and compelling messaging. Discover how the right blend of education, entertainment, engagement, and inspiration can supercharge your strategy, captivate your audience, and drive business growth. For marketers, by marketers, tune in to BBN Mixtape, be bold and ignite your brand's creative spark!…

BBNmixtape

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The Courageous Marketer 26:48

vor 2 years26:48

26:48

BBN recently released an adaptation of our Norwegian Partner Iteo’s whitepaper, The Courageous Marketing Leader. In this episode of our podcast, we sit down with Andreas Thue, Owner and Founder of iteo, and discuss his views on what makes a courageous marketer. ACCESS OUR FEARLESS GUIDE FOR THE COURAGEOUS MARKETER…

BBNmixtape

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B2Brave 28:08

vor 2 years28:08

28:08

Our guest for this episode is David Jordan, President of Bader Rutter, and we discussed with him how the B2B marketing industry needs to reimagine itself. As B2B marketers, we’ve grown over-reliant on some old habits, fallen behind on new sea changes in technology and audience behaviour, and have digressed in our belief to make an impact on the businesses we help lead. Our business is due for a rebrand. By following the data and honouring the humanity of our audiences, we can drive a renaissance for B2B. Watch the presentation at Ignite USA HERE ACCESS OUR FEARLESS GUIDE FOR THE COURAGEOUS MARKETER…

BBNmixtape

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Leveraging Webinars for Effective B2B Marketing 32:58

vor 2 years32:58

32:58

This podcast episode emphasises the tremendous potential of webinars as a key component of B2B marketing strategies. With their ability to captivate audiences, foster connections, and generate high-quality leads, webinars have emerged as a vital tool in the modern marketer's arsenal. By incorporating webinars into their marketing efforts, businesses can stay ahead of the curve, maximize engagement, and drive meaningful business growth in the B2B landscape.…

BBNmixtape

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Coming to America - Part III 25:47

vor 2 years25:47

25:47

In this third episode of our mini-series about how to successfully bring your business to the Americas, Ed & Nikos are joined by Gordon Mackenzie, a seasoned sales and marketing professional in the Oil & Gas industry. Hailing from Scotland in the UK, Gordon has been successfully helping businesses expand and grow in the US for the last 20 years. His experience includes managing the integration of a small oilfield services company when it was acquired by one of Houston's three largest industry services companies. He is now helping an Australian-based company enter and grow in the Americas. Join us to learn more invaluable insights and advice when taking your business transatlantic.…

BBNmixtape

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Coming to America - Part II 27:28

vor 2 years27:28

27:28

Welcome to part two of a three-part podcast series with Ed Davis and Nikos Lemanis who are exploring the challenges and opportunities that businesses face when coming to America to expand. In this episode, among other things, we discuss the importance of planning, having enough budget and resources and how to avoid the pitfalls of moving to such a vast and diverse market like the Americas. So grab your coffee, and join us again as we explore the exciting world of transatlantic business.…

BBNmixtape

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A B2B Digital Marketer’s Take on the 'New Bing' 17:38

vor 2 years17:38

17:38

In this episode of BBNmixtape, Annette chats with Andrew Humphrey from BBN partner TricomB2B about his experience with The New Bing, Microsoft's revamped search engine that has received mixed reviews since its beta release. While The New Bing promised a more personalised and intuitive search experience, some users have reported several issues that have made their search experience frustrating and ineffective. Join us as we discuss if the New Bing really is as bad as some make it out to be, or should Google be worried? Let's find out.…

BBNmixtape

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Navigating B2B Marketing in the Windy City: Insights for Ignite USA 37:34

vor 2 years37:34

37:34

In this podcast, we'll be gathering some pre-event insights from B2B Marketing's Editor-in-Chief, Joel Harrison, who will be hosting their Ignite USA event in the bustling city of Chicago, where industry experts and thought leaders will gather in May to share their knowledge, expertise and innovativeness in B2B marketing. Listen to our fun bonus tips at the end of the podcast for the best places to visit in Chicago while you attend the event!…

BBNmixtape

1
Coming to America - Part I 26:03

vor 2 years26:03

26:03

In today's episode, Ed Davis and Nikos Lemanis will explore the challenges and opportunities companies face when doing business in America. We'll dive into the cultural and regulatory differences between the two regions and share insights on navigating them. In a later episode, we'll also hear from a successful European business leader who has moved across the pond and learn about their experiences, lessons, and key takeaways. So please sit back, grab your coffee, and join us as we explore the exciting world of transatlantic business.…

BBNmixtape

1
Marketing Automation Platforms Vs Funnel Software 26:19

vor 2 years26:19

26:19

Welcome to this episode where we discuss Marketing Automation platforms and Sales funnel software with expert Andy Penkalski from BBN partner Bader Rutter. While Marketing Automation platforms automate marketing tasks like email marketing and social media management, Sales funnel software helps track leads and optimise the sales process. Signs that your business needs both include inconsistent lead generation and difficulty tracking leads. When selecting a tool, consider features, compatibility, and ease of use, but the best tool depends on your specific needs. Tune in for valuable insights on optimising your marketing and sales processes!…

BBNmixtape

1
Battle of the Social Media Channels 24:12

vor 2 years24:12

24:12

Being on social media is important, but you don’t have to be on every platform. Figure out where YOUR audience is. When someone Googles your business name, your organic social media presence will appear on the first page, so organic social media is important for your brand. In this episode, Josh McGee from BBN partner TricomB2B answers questions like what platform should B2B marketers put the most time and effort into? What platforms pose a challenge to B2B marketers? And why is it important to engage employees on your business's social media platforms?…

BBNmixtape

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Networking - Tips and tricks to improve and network like a pro 28:47

vor 3 years28:47

28:47

Our guest today is a professional and deliberate networker who knows a thing or two about creating and nurturing authentic business relationships. In today's world, networking is a necessity. It can help nurture leads which develop into lucrative business opportunities. But, for many of us, it's not easy. In fact, it can be extremely daunting, especially for introverts. Jennifer Valencia, a tax consultant from Houston, Texas, shares some tips and best practices in overcoming fears and inhibitions to help you have genuine and authentic discussions about your business with strangers!…

BBNmixtape

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The Content Machine: How much is enough? 33:38

vor 3 years33:38

33:38

In this first face-to-face recorded episode, Ed Davis chats with Chris Eifert from TricomB2B, a BBN partner agency based in the US. After participating in a client event hosted by the agency, Ed and Chris discuss the event's highlights around long-term brand and marketing effectiveness, sustainability and the ongoing debate around how much content businesses need to produce to be effective and differentiating. Enjoy!…

BBNmixtape

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Seek and you shall find: The search for perfect SEO 27:06

vor 3 years27:06

27:06

It's official! Google is pretty clever at filtering out poor content. That's great news for us and businesses that want to improve their Google search rankings by delivering content their customers want. It is terrible news for those who try and 'cheat the system' with AI-generated content and still try to hide 'invisible' keywords on their pages. Join us on this episode to learn some great tips on making SEO work for you from our SEO expert today, Dave Robinson.…

BBNmixtape

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The Bold and the Plentiful: B2B media amplification tactics previously reserved for B2C 33:33

vor 3 years33:33

33:33

In the next 30 minutes, Zoe Elmore, Head of Media at BBN London, will share her two cents on why there has never been a better time for B2B marketers & brands to be bold with their data, media and amplification strategy. We'll discuss how COVID has affected media consumption and how the media landscape has evolved to tip the scales toward focusing on tactics that have typically only been employed by B2C brands.…

BBNmixtape

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The Big Picture of B2B Marketing 31:08

vor 3 years31:08

31:08

In this episode of BBN Mixtape, we elevate our conversation and look at some macro events affecting the marketing industry. From discussing the consolidation happening among agencies, the shift in agency working practices, or how short-term, tactical execution continues to dominate long-term, strategic approaches, we dive into what agencies are getting right and where we can improve.…

BBNmixtape

1
A Brand Story: Ascending to new heights! 41:27

vor 3 years41:27

41:27

Nearly ten years ago, the head of HR from a little-known petrochemicals business contacted BBN Partner Fifth Ring for support in evolving their brand. Little did anyone know at the time that both client and agency would learn a lot about each other, and how brands can be built and endure. This podcast explores the assignment from both sides of the table including the considerations by the client in selecting an agency, how the agency reconciled the multitude of challenges the client presented, and the inevitable speed bumps along the way.…

BBNmixtape

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Being authentic in B2B marketing 43:02

vor 3 years43:02

43:02

Be yourself, bring your real self…mottos that rule today’s roost. But the journey to authenticity is often complex and fraught. What does it mean to be authentic? What would it take to to translate it from top-level leadership all the way down to front desk operations? What does it take to understand why we do what we do? We explore these questions and more in understanding experiential authentic leadership with Dr Pauline Serice, founder of Dr Pauline Serice & Associates.…

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