Welcome to episode 164 of the Marketing Freaks Podcast and the next episode in the scale up season.
In this episode, Jon is joined by Richard George, Global Head of Business Marketing at the London Stock Exchange (LSEG) to discuss the unique challenges of B2B marketing in the highly regulated financial sector.
He shares insights from his 17-year career, From aligning marketing with business goals and driving revenue, to overcoming tracking challenges and simplifying complex products, Richard provides practical advice for marketers in highly regulated industries.
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Key Takeaways:
- Learn how to align marketing objectives with business goals, focusing on revenue, brand, and customer experience as key performance indicators in B2B marketing.
- Discover practical strategies for creating strong cross-team alignment and ensuring leadership clarity, including fostering accountability and consistent communication.
- Gain insight into the challenges of tracking and attribution in B2B marketing, and how customer data platforms (CDPs) and CRM integration can help overcome these obstacles.
- Explore the importance of balancing brand awareness with direct response efforts, especially in industries where the line between brand and performance marketing is often blurred.
- Understand how to simplify complex product offerings and navigate regulatory constraints, with examples of innovative marketing tactics like VR experiences used at LSEG.
