# BDB --- ## Pages - [Exhibitions and events](https://bdb.global/services/exhibitions-and-events/): From stand design to post-event engagement, BDB’s event marketing services help you create memorable experiences and meaningful connections. - [Media planning and buying](https://bdb.global/services/media-planning-and-buying/): Maximise visibility, drive engagement and generate quality leads with BDB’s data-driven media strategies across trade media, paid social, PPC and more. - [PR and media relations](https://bdb.global/services/pr-and-media-relations/): From sector-specific media coverage to meaningful thought leadership, maximise your brand's impact with B2B PR and media services from BDB. - [Content strategy and copywriting](https://bdb.global/services/content-strategy-and-copywriting/): With BDB, you get value-driven B2B content marketing strategies designed to capture attention, build trust and nurture meaningful relationships. - [Creative and design](https://bdb.global/services/creative-and-design/): From dynamic visuals to globally adaptable campaigns, BDB specialises in transforming brand vision and values into compelling creative solutions. - [Research and strategy](https://bdb.global/services/research-and-strategy/): Enhance your brand’s growth and gain a competitive edge with BDB's tailored B2B marketing strategy services. - [Pharmaceuticals](https://bdb.global/sectors/pharmaceutical/): BDB is a full-service B2B marketing agency delivering tailored strategies for pharmaceutical brands specialising in APIs, excipients, biologics and CDMOs. - [Personal care ingredients](https://bdb.global/sectors/personal-care-ingredients/): As an integrated B2B marketing agency, BDB delivers bespoke communication strategies for personal care brands in skin & hair care, cosmetics and fragrances. - [Advanced materials](https://bdb.global/sectors/advanced-materials/): As experts in advanced materials marketing, BDB helps brands in composites, coatings, polymers and more discover commercial success. - [Digital and technology](https://bdb.global/services/digital-and-technology/): Boost your B2B brand’s online presence and drive meaningful business outcomes with strategic omnichannel digital marketing campaigns. - [Services](https://bdb.global/services/): Maximise your ROI with BDB's integrated marketing services. From lead generation to customer retention, we deliver strategic campaigns designed to achieve more. - [Food & nutrition ingredients](https://bdb.global/sectors/food-nutrition/): With decades of expertise, we help food, nutraceutical and animal health brands stand out and achieve impactful results. Savour commercial success with BDB. - [Sectors](https://bdb.global/sectors/): Unlock your brand's potential with tailored, targeted and transformative marketing campaigns across food, pharma, personal care and advanced materials. - [Home](https://bdb.global/): Achieve more with globally reaching, fully integrated, technically minded, truly consultative B2B marketing communications agency. --- ## Posts - [Industry Voices: Why brand and experience are back on the B2B F&N agenda](https://bdb.global/insights-hub/why-brand-buildinand-experience-are-back-on-the-b2b-fn-agenda/): From brand building to event strategy — Louise Mather (Vitafoods Europe) reflects on key B2B marketing trends in Food & Nutrition in this Industry Voices interview with BDB. - [Practical approaches to balancing brand health with commercial targets ](https://bdb.global/insights-hub/balancing-brand-health-with-commercial-targets/): Discover practical approaches to balance long-term brand building with immediate sales demands, based on insights from our 2025 B2B Food & Nutrition Marketing Benchmark. - [From commodity to category leader: why brand health matters in B2B food and nutrition marketing ](https://bdb.global/insights-hub/why-brand-health-matters-in-b2b-food-and-nutrition-marketing/): Discover why B2B Food & Nutrition marketers are prioritising brand health over short-term tactics and how brand strength delivers tangible business advantages. - [Value on investment](https://bdb.global/insights-hub/value-on-investment/): Learn how Value on Investment (VOI) metrics can help B2B Food & Nutrition marketers balance short-term sales demands with long-term brand building. - [Colour, creativity and connection: what made brands shine at the European Coatings Show](https://bdb.global/insights-hub/insights-from-european-coatings-show-2025/): Discover key insights from European Coatings Show 2025, where brand differentiation and creative engagement strategies overshadowed technical innovation in the specialty materials sector. - [Power of the human touch: 5 strategies to future-proof your content in the age of AI](https://bdb.global/insights-hub/5-strategies-to-future-proof-your-b2b-content-in-the-age-of-ai/): Why the rise of AI means bringing more humanity to B2B marketing, not less. Five practical strategies from industry leaders to future-proof your B2B content strategy. - [Lived experience vs. lip service: Mastering authentic employer branding for your business](https://bdb.global/insights-hub/mastering-authentic-employer-branding/): Discover how to create workplaces where people thrive in our latest issue of the knowledge, which explores authentic employer branding for B2B companies. - [Green meets growth: SupplySide West 2024 showcases the marketing edge of conservation-driven innovation](https://bdb.global/insights-hub/spotlight-on-sustainability-insights-from-supplyside-west-2024/): From clean labels to minimalist booths, SupplySide West 2024 highlighted sustainability's growing role in U.S. health and nutrition markets. Discover more. - [Behind the scenes at CPHI 2024: 5 standout insights from BDB’s Scientific Copywriter](https://bdb.global/insights-hub/behind-the-scenes-at-cphi-2024-5-standout-insights-from-bdbs-scientific-copywriter/): That’s a wrap! CPHI 2024 has come to a close and what a show it has been. This year, I... - [Hidden post test](https://bdb.global/insights-hub/hidden-post-test/): This should be hidden from the insights hub. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut dignissim vel metus... - [BDB for the WIN: Partnering to power the potential of Women in Nutraceuticals](https://bdb.global/insights-hub/bdb-for-the-win-partnering-to-power-the-potential-of-women-in-nutraceuticals/): Discover how we’re supporting Women in Nutraceuticals (WIN) to promote gender diversity and empower women in the global nutraceutical industry. - [An update on the Cookieless future](https://bdb.global/insights-hub/an-update-on-the-cookieless-future/): Transcript “Hi, my name is Oliver Brewood, Executive Director at BDB, and in this video, I’m going to talk about... - [AI in food innovation: Strategic insights for B2B marketers](https://bdb.global/insights-hub/ai-in-food-innovation-strategic-insights-for-b2b-marketers/): The food and nutrition industry is experiencing a seismic shift, largely due to advancements in artificial intelligence (AI). At the... - [B2B marketing trends: 4 insights to elevate your Food & Nutrition communication strategies](https://bdb.global/insights-hub/food-and-nutrition-b2b-marketing-trends/): In the fast-paced Food and Nutrition (F&N) industry, B2B brands need to keep up with consumers ever-evolving trends while driving... - [Driving B2B marketing effectiveness: Strategic insights from DMWF 2024](https://bdb.global/insights-hub/driving-b2b-marketing-effectiveness-strategic-insights-from-dmwf-2024/): The Digital Marketing World Forum (DMWF) Global 2024, held in London on June 24-25, once again proved to be the... - [Food and nutrition brand strategy in an age of mergers: Why mindset is everything](https://bdb.global/insights-hub/b2b-food-and-nutrition-branding/): The food industry has experienced a surge of Mergers and Acquisitions (M&A) over the last two years, reshaping competition while... - [Serve a demographic, fill a whitespace: Vitafoods Europe 2024 demonstrated women’s health is the new vanguard of opportunity](https://bdb.global/insights-hub/serve-a-demographic-fill-a-whitespace-vitafoods-europe-2024-demonstrated-womens-health-is-the-new-vanguard-of-opportunity/): Across the show floor and in session halls, the need to better serve women at every life stage was the... - [A baseline, not a trend: A new role for sustainability emerges at Vitafoods Europe 2024](https://bdb.global/insights-hub/vitafoods-europe-2024-sustainability-trends/): As in previous years, Vitafoods Europe 2024 was a testament to the dynamism of the nutraceutical industry. This year’s maze... - [The B2B Marketing Benchmark 2024 - Food & Nutrition](https://bdb.global/insights-hub/b2b-marketing-benchmark-food-and-nutrition/): How are Food & Nutrition B2B enterprises spending their marketing funds? What are their necessities, nice-to-haves and luxuries? And what... - [Day 1 of Vitafoods Europe 2024 revealed how B2B innovation and B2C consumer education will shape nutraceuticals](https://bdb.global/insights-hub/vitafoods-europe-2024-day-1-b2b-innovation-shapes-trends/): Vitafoods Europe 2024 once again solidified its position as the premier gathering for nutraceutical experts, showcasing the industry’s rapid response... - [InCosmetics Global 2024 through the BDB lens: Key Insights for B2B Marketers](https://bdb.global/insights-hub/incosmetics-global-2024-key-insights-for-b2b-marketers/): InCosmetics Global – the beating pulse of the beauty and personal care industry, is widely recognised as the main global... - [Trade media: Top tips for successful food & nutrition ingredients PR](https://bdb.global/insights-hub/tips-for-successful-food-and-nutrition-ingredients-pr/): The B2B food and nutrition trade media has the potential to aid brands to stand out by helping them foster... - [Navigating the cookieless web](https://bdb.global/insights-hub/navigating-the-cookieless-web/): Over the last 20 years we’ve seen the digital landscape evolve significantly to meet the challenges of new privacy and... - [Tech, trust, and turmoil: What’s top of mind for pharma marketeers in 2024?](https://bdb.global/insights-hub/essential-tips-for-pharma-marketers/): ‘Optimistic uncertainty’; this was the sentiment underlying the presentations and panel discussions at this year’s PRWeek PharmaComms Conference. In a... - [JEC World 2024 round-up: Stepping into a universe of endless opportunities](https://bdb.global/insights-hub/jec-world-2024-round-up/): JEC World – the epicentre of innovation and ingenuity in the B2B composites world. From automotive breakthroughs to aerospace marvels,... - [Transforming your exhibition stand into a brand powerhouse](https://bdb.global/insights-hub/incorporating-your-b2b-brand-into-a-exhibition-stand/): Exhibiting at a tradeshow is a great way to establish a strong marketplace presence. As well as helping to build... - [Leveraging AI & technology for B2B marketing success: Insights from Martechopia 2024](https://bdb.global/insights-hub/martechopia-2024-insights/): It’s no secret that artificial intelligence (AI) has taken the spotlight in the marketing and tech world, especially following its... - [The Power of Collaboration: Converting Leads with Better Marketing and Sales alignment in B2B  ](https://bdb.global/insights-hub/converting-leads-with-better-marketing-and-sales-alignment-in-b2b/): In today’s rapidly evolving B2B marketing landscape, the alignment of marketing and sales teams has emerged as a critical factor... - [Pitch perfect: 3 ways PR adds extra value to your integrated B2B campaign](https://bdb.global/insights-hub/pitch-perfect-3-ways-pr-adds-extra-value-to-your-integrated-b2b-campaign/): Have you heard of the ‘rule of 7’? It’s a principle which states that customers need to be exposed to... - [Lights, camera, action: how video content will boost your B2B marketing game in 2024](https://bdb.global/insights-hub/lights-camera-action-how-video-content-will-boost-your-b2b-marketing-game-in-2024/): Video has always been a sure-fire to grab our attention as consumers, and in 2024, it’s becoming even more of... - [Leveraging hybrid events to boost B2B marketing success](https://bdb.global/insights-hub/leveraging-hybrid-events-to-boost-b2b-marketing-success/): Multiple trend reports highlight that B2B sales will become increasingly hybrid combining online and offline interactions to meet changing customer... - [What AI means for creativity](https://bdb.global/insights-hub/what-ai-means-for-creativity/): Change isn’t made alone In a world where creative boundaries are constantly being torn down, it’s our responsibility to embrace... - [Unpacking fie 2023: our 4 highlights as an exhibitor](https://bdb.global/insights-hub/unpacking-fie-2023-our-4-highlights-as-an-exhibitor/): Thought about attending – or even exhibiting at – Food ingredients Europe (FiE) as a marketer in the food &... - [2024 trends digest: 5 insights for success in the global food and beverage industry ](https://bdb.global/insights-hub/food-and-beverage-industry-trends-2024/): Want to make a meaningful impact in the food and beverage industry? Then you need to do more than adapt... - [Thriving in the age of AI in B2B marketing: what are human marketers around the world doing?](https://bdb.global/insights-hub/thriving-in-the-age-of-ai-in-b2b-marketing/): In a world increasingly dominated by artificial intelligence (AI), our unique human influence becomes our greatest asset in B2B marketing.... - [Our Three-Step Approach to PR Campaign Reporting](https://bdb.global/insights-hub/our-three-step-approach-to-pr-campaign-reporting/): In today’s competitive business landscape, mastering the art of PR is paramount to craft a distinct presence and authoritative profile.... - [Leading the way: Delivering an impactful B2B lead gen campaign](https://bdb.global/insights-hub/leading-the-way-planning-and-delivering-an-impactful-b2b-lead-generation-campaign/): Learn how to plan and execute the ultimate B2B lead generation campaign and attract truly engaged and relevant leads with our guide - [3 TRUTHS BEHIND MORE INFORMED, QUICKER DECISION-MAKING IN B2B MARKETING  ](https://bdb.global/insights-hub/3-truths-behind-more-informed-quicker-decision-making-in-b2b-marketing/): If you’re a marketer in the B2B world, you’ve likely faced an increased incidence of market disruptions, heightened competition and... - [BDB at IFT: Our 4 essential takeaways from the show floor](https://bdb.global/insights-hub/4-lessons-from-our-trip-to-ift-2023/): By Dr. Catherine Butcher, Executive Director – Integrated Services B2B trade events with an overt focus on scientific discovery and... - [BDB’s top trend takeaways from Vitafoods 2023](https://bdb.global/insights-hub/bdbs-top-trend-takeaways-from-vitafoods-2023/): Vitafoods Europe 2023 is over for another year – and what a show it was! The world’s leading nutraceutical trade... - [Impeccable sustainability marketing, our take on three successful campaigns](https://bdb.global/insights-hub/sustainability-marketing-campaigns/): As sustainability moves up the agenda for many B2B organisations, more businesses are leveraging media platforms to promote social and... - [Personal care and the planet: what can b2b brands do to do better ](https://bdb.global/insights-hub/personal-care-and-the-planet-what-can-b2b-brands-do-to-do-better/): It’s no secret that consumers have greater expectations for the environmental and ethical credentials of their purchases. In fact, over... - [CREATOR, CURATOR OR CHAMPION OF IDEAS: WHAT MAKES A THOUGHT LEADER?](https://bdb.global/insights-hub/creator-curator-or-champion-of-ideas-what-makes-a-thought-leader/): Thought leaders. B2B marketers are obsessed with them. Some business leaders want to be them. Customers want to know them.... - [Adapting B2B thought leadership to the evolving digital landscape](https://bdb.global/insights-hub/adapting-b2b-thought-leadership-to-the-evolving-digital-landscape/): Is Artificial Intelligence (AI) the next type of thought leader? If it speaks intelligently, writes intelligently, and looks like an... - [Awareness to action: Examining the role of thought leadership in the B2B buyer journey](https://bdb.global/insights-hub/the-role-of-thought-leadership-in-the-b2b-buyer-journey/): As we head into 2023 facing yet more economic uncertainty, the brands who are delivering value and demonstrating impact are... - [Is thought leadership content and PR a winning combination?](https://bdb.global/insights-hub/is-thought-leadership-content-and-pr-a-winning-combination/): Imagine if you could share your industry expertise and subject know-how in an authentic and genuine way that truly creates... - [3D video technologies: defining a new era in B2B marketing](https://bdb.global/insights-hub/3d-video-technologies-defining-a-new-era-in-b2b-marketing/): The B2B marketing landscape is saturated with content revolving around complex concepts and products involving a significant degree of technical... - [Can 3D video transform customer engagement strategies?](https://bdb.global/insights-hub/can-3d-video-transform-customer-engagement-strategies/): As a form of content that is constantly evolving, video marketing is rapidly becoming a key element in B2B strategies... - [How to prepare for Google Analytics 4 (and why you need to think about it now) ](https://bdb.global/insights-hub/are-you-ready-for-google-analytics-4/): Google Analytics 4 (GA4) will be here sooner than you think and if you haven’t already, it’s important that you... - [B2B !MPACT: Taking B2B creative visualisation to the next level](https://bdb.global/insights-hub/b2b-impact-taking-b2b-creative-visualisation-to-the-next-level/): There’s so much more that can be done to make complex – yet ultimately relatable – topics, products and processes... - [Careers at BDB: Sara Houghton](https://bdb.global/insights-hub/careers-at-bdb-sara-houghton/): How can a degree in languages support you in kickstarting a career in marketing, communications and PR? Hear from Sara, one... - [Careers at BDB: Rebecca Spence](https://bdb.global/insights-hub/careers-at-bdb-rebecca-spence/): What does it mean to be part of the Client Services team at a busy B2B marketing and communciations agency?... - [Careers at BDB: Oliver Brewood](https://bdb.global/insights-hub/careers-at-bdb-oliver-brewood/): As part of our #CareersatBDB series, we wanted to introduce you to Oli, our Executive Director of Operations at BDB.... - [Do B2B brands need to be on TikTok? 5 things to think about](https://bdb.global/insights-hub/do-b2b-brands-need-to-be-on-tiktok/): First things first: What is TikTok? TikTok is a social media platform for short-form video content, somewhat reminiscent of the... - [B2B !MPACT: B2B Marketing in a Recession](https://bdb.global/insights-hub/b2b-impact-b2b-marketing-in-a-recession/): What does the looming recession mean for B2B marketers? Changes within the economy at large haven’t stopped and with talks... - [Careers at BDB: Nicola Aldren](https://bdb.global/insights-hub/careers-at-bdb-nicola-aldren/): As part of our #CareersatBDB series, we wanted to introduce you to Nic, one of our Senior Account Directors at... - [How to kickstart your career at a marketing and communications agency](https://bdb.global/insights-hub/how-to-kickstart-your-career-at-a-marketing-and-communications-agency/): The early autumn period usually beckons an influx of thoughts, worry and anxiety for many school leavers and soon-to-be university... - [B2B !MPACT: Does TikTok have a place in B2B marketing?](https://bdb.global/insights-hub/b2b-mpact-does-tiktok-have-a-place-in-b2b-marketing/): With 1 billion active monthly users worldwide and a top spot on the Google and Apple app stores since 2021,... - [Co-creating impactful business strategies: Why more heads are better than one](https://bdb.global/insights-hub/co-creating-impactful-business-strategies/): Whatever our clients are looking to achieve – whether that’s growing their market share, launching a new product or expanding... - [The Great Re-engagement: how to put people back at the heart of your business](https://bdb.global/insights-hub/the-great-re-engagement-how-to-put-people-back-at-the-heart-of-your-business/): The struggle to attract and retain talent has been keenly felt in the B2B marketplace over the last couple of... - [A Beginner's Guide to Blockchain](https://bdb.global/insights-hub/what-is-blockchain-and-how-does-it-work-a-beginners-guide/): In the past few years, blockchain has become one of the most talked-about technologies in the world. But what is... - [B2B !MPACT: Talent wars in the post-pandemic employment market](https://bdb.global/insights-hub/b2b-mpact-talent-wars-in-the-post-pandemic-employment-market/): This week on the B2B ! MPACT podcast, Matt and Oli discuss the Great Resignation, a recent phenomenon of employees... - [8 Principles to drive B2B brand impact and business growth](https://bdb.global/insights-hub/8-principles-to-drive-b2b-brand-impact-and-business-growth/): While it is true that in their early years, businesses can do extremely well without brand-building, eventually most businesses hit... - [Pushing the boundaries with the latest digital trends](https://bdb.global/insights-hub/pushing-the-boundaries-with-the-latest-digital-trends/): The digital world never stays still for long; being online today means you have to continually prove your worth –... - [Putting the user first: why UX matters in B2B](https://bdb.global/insights-hub/putting-the-user-first-why-ux-matters-in-b2b/): Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are... - [Adapt and thrive: reclaiming the power to learn in a time of crisis](https://bdb.global/insights-hub/adapt-and-thrive-reclaiming-the-power-to-learn-in-a-time-of-crisis/): Overnight, marketers and brands alike across the globe were forced to change the way they work in response to the... - [Is your marketing team agile enough?](https://bdb.global/insights-hub/is-your-marketing-team-agile-enough/): We can probably all agree that 2020 has so far been a monumental year. The B2B marketing world is no... - [Staying top of mind with technology](https://bdb.global/insights-hub/staying-top-of-mind-with-technology/): The digital world has changed the way we as B2B marketers communicate with prospects and customers. We’ve adapted our practices... - [Brand visibility in times of uncertainty](https://bdb.global/insights-hub/brand-visibility-in-times-of-uncertainty/): Maintaining a consistent brand equity has always been a priority for businesses, but never more so than now. For years,... - [Royal seal of approval: BDB wins Queen’s Award for Enterprise](https://bdb.global/insights-hub/royal-seal-of-approval-bdb-wins-queens-award-for-enterprise/): BDB has received a 2020 Queen’s Award for Enterprise: International Trade – the most prestigious accolade for UK businesses. Awarded... - [Adapting to survive and thrive](https://bdb.global/insights-hub/adapting-to-survive-and-thrive/): The pivot. A familiar term for many businesses as we navigate our way through the unprecedented waters of COVID-19. Changing... - [Navigating the new normal](https://bdb.global/insights-hub/navigating-the-new-normal-2/): The world has changed. Regardless of your industry or geographical location, the COVID-19 pandemic has disrupted everyone in some way... - [Out of ideas? Get those creative juices flowing](https://bdb.global/insights-hub/out-of-ideas-get-those-creative-juices-flowing/): “Leave it to the creatives” – something we have all heard and learned to respect in the world of marketing,... - [Be prepared to fail, and fail again](https://bdb.global/insights-hub/be-prepared-to-fail-and-fail-again/): Ideas generation in the marketing minefield Failure is something we all want to avoid at all costs, both from a... - [Is there such a thing as a bad idea?](https://bdb.global/insights-hub/is-there-such-a-thing-as-a-bad-idea/): Everyone’s heard of the phrase ‘there’s no such thing as a bad idea’. Tunnel vision, a fear of hurting feelings,... - [Stacking the odds: what are the latest B2B Martech trends?](https://bdb.global/insights-hub/stacking-the-odds-what-are-the-latest-b2b-martech-trends/): Martech or ‘marketing technology’ is all about taking a strategic approach to marketing that positions technology as a core driver... - [3 Martech myths debunked](https://bdb.global/insights-hub/3-martech-myths-debunked/): It’s difficult to ignore Martech in today’s technology-driven marketing landscape, but that hasn’t stopped many marketers from burying their heads... - [Martech made simple: create the ultimate stack](https://bdb.global/insights-hub/martech-made-simple-create-the-ultimate-stack-2/): While often misunderstood as rather mysterious and complicated, Martech is in reality just a simple marriage of marketing and technology.... - [Future-proofing: five content platforms B2B is ready for in 2020](https://bdb.global/insights-hub/future-proofing-five-content-platforms-b2b-is-ready-for-in-2020/): New year, same old platforms. Sound familiar? It’s no secret that people digest content in different ways – so why... - [A good influence? How to leverage B2B content with influencer marketing](https://bdb.global/insights-hub/a-good-influence-how-to-leverage-b2b-content-with-influencer-marketing/): In some B2B spaces, where old-school approaches linger, there are a lot of misconceptions around influencer marketing. The phrase conjures... - [Social media best practice: 5 crucial content tips](https://bdb.global/insights-hub/social-media-best-practice-5-crucial-content-tips/): Getting it right on social media is more important than ever before. The instant nature of communication and response leaves... - [Tooled up: martech for your content marketing kit](https://bdb.global/insights-hub/tooled-up-martech-for-your-content-marketing-kit/): With the abundance of customer data now available to marketers, it’s no surprise that there’s been an explosion of marketing... - [No more smoke and mirrors: why data transparency benefits your customers – and you](https://bdb.global/insights-hub/no-more-smoke-and-mirrors-why-data-transparency-benefits-your-customers-and-you/): We’ve established that data is good news for your business, but it can bring its own set of challenges. With... - [Data trends set to make an impact in 2020](https://bdb.global/insights-hub/data-trends-set-to-make-an-impact-in-2020/): Yes, it’s that time already – we’re nearly at the end of 2019 and ready to chat about trends for... - [Could you be your own data scientist?](https://bdb.global/insights-hub/could-you-be-your-own-data-scientist/): What’s your way with numbers? We’re living in the era of data-driven marketing. Data fuels our daily marketing activities, powers... - [Who’s your ideal buyer? Data has the answer](https://bdb.global/insights-hub/whos-your-ideal-buyer-data-has-the-answer/): In a world of information overload, it’s more important than ever to be clever with the abundance of data we... - [Let analytics do the talking: a deep dive into data-driven marketing](https://bdb.global/insights-hub/data-driven-marketing/): What does data mean for your business? The exponential growth of data-driven marketing in the B2B space has been powered... - [How does brand responsibility affect your business?](https://bdb.global/insights-hub/how-does-brand-responsibility-affect-your-business/): A consistent corporate social responsibility (CSR) strategy is at the heart of every successful business. As consumers, we trust brands... - [A sceptical society: How can B2B brands gain the trust of their audience?](https://bdb.global/insights-hub/a-sceptical-society-how-can-b2b-brands-gain-the-trust-of-their-audience/): A survey published by Deloitte this year found that, out of more than 13,000 millennials across 42 countries, just 55%... - [Is purpose the new brand currency?](https://bdb.global/insights-hub/is-purpose-the-new-brand-currency/): It’s no secret that creating a connection with customers can enhance the B2B buying experience; ultimately leading to engaged buyers and increased... - [Why B2B brands must deliver on their promises](https://bdb.global/insights-hub/why-b2b-brands-must-deliver-on-their-promises/): It’s no longer acceptable for brands to communicate their values and intentions but never deliver. Modern buyers have wised up... - [How can experiential marketing deliver real-world ROI?](https://bdb.global/insights-hub/how-can-experiential-marketing-deliver-real-world-roi/): According to new research, 67% of B2B marketers expect their experiential marketing budgets to increase before the end of 2020,... - [Experiential Marketing Done Right: 3 Ideas to Inspire You](https://bdb.global/insights-hub/experiential-marketing-done-right-3-ideas-to-inspire-you/): Trade shows may be a tried-and-true B2B faithful, but trade show marketing has morphed into an entirely new creation. Welcome... - [Showtime: how can you stand out from the crowd at trade shows?](https://bdb.global/insights-hub/showtime-how-can-you-stand-out-from-the-crowd-at-trade-shows/): When done right, trade shows can be a great source of leads, revenue and brand awareness for B2B businesses. It’s... - [Creating experiential exhibitions for the modern world](https://bdb.global/insights-hub/creating-experiential-exhibitions-for-the-modern-world/): Exhibitions have been a long-standing fixture in the B2B world, but is there still a place for them in the... - [Making conversation count](https://bdb.global/insights-hub/making-conversation-count/): Conversation makes the world go round, and when utilised within a marketing strategy helps drive sales without really ‘selling’. It... - [Chatbots: what's the hype?](https://bdb.global/insights-hub/chatbots-whats-the-hype/): Fast, efficient, a time saver: just some of the ways businesses are talking about chatbots. As part of a communications... - [All talk? Three B2B conversational marketing metrics worth tracking](https://bdb.global/insights-hub/all-talk-three-b2b-conversational-marketing-metrics-worth-tracking/): With all B2B marketing campaigns, tracking and measuring the results is crucial – not only to determine ROI and justify... - [A human approach: harnessing conversational marketing in B2B](https://bdb.global/insights-hub/a-human-approach-harnessing-conversational-marketing-in-b2b/): By offering businesses the opportunity to connect with their customers and prospects in a more human way, conversational marketing drives... - [Five B2B influencer marketing metrics you need to measure](https://bdb.global/insights-hub/five-b2b-influencer-marketing-metrics-you-need-to-measure/): For B2B marketers, tracking and measuring both the ongoing progress and the results of their campaigns is key. After all,... - [Securing social success: the dos and dont's of influencer marketing](https://bdb.global/insights-hub/securing-social-success-the-dos-and-donts-of-influencer-marketing/): Influencer marketing has seen rapid growth in today’s digital-first world. While typically seen as a B2C marketing strategy, it can... --- ## Work - [Branding through insight for AB-BIOTICS](https://bdb.global/work/branding-through-insight/): As a leading probiotics company specialising in premium strains and therapeutic areas, AB-BIOTICS wanted to better convey its competitive differentiation. - [Building on a compelling narrative to rocket SVZ into the stratosphere](https://bdb.global/work/building-on-a-compelling-narrative-to-rocket-svz-into-the-stratosphere/): We were challenged with developing a compelling narrative and brand story that positioned SVZ at the forefront of their industry. - [Account-based success with The Amano Café](https://bdb.global/work/account-based-success-with-the-amano-cafe/): Generate genuine interest in Amano’s new enzyme solution that prevents non-dairy drink curdling in hot beverages. - [Take control with Intratone](https://bdb.global/work/take-control-with-intratone/): Developing brand strategy and a creative platform to support Intratone’s brand expansion into the UK market while retaining the essence of the French brands core values. - [Color you can trust for Sensient](https://bdb.global/work/color-you-can-trust/): Sensient needed a brand proposition that would resonate across multiple markets and a diverse customer base, from brands and OEMs to distributors and manufacturers. - [Heavy Metal branding for Wolfmet](https://bdb.global/work/heavy-metal/): Position Wolfmet as the experts in the manufacture and application of Tungsten alloy across multiple market sectors with a unified brand platform. --- ## The Knowledge - [Employer Branding](https://bdb.global/the-knowledge/employer-branding/): What makes your business a great place to work? Is it the value placed on personal and professional development? Or... - [Alignment](https://bdb.global/the-knowledge/alignment/): Imagine a world where marketing and sales teams work together seamlessly as one, joyfully reaping the rewards of a successful,... --- # # Detailed Content ## Pages --- ## Posts > From brand building to event strategy — Louise Mather (Vitafoods Europe) reflects on key B2B marketing trends in Food & Nutrition in this Industry Voices interview with BDB. - Published: 2025-06-30 - Modified: 2025-06-30 - URL: https://bdb.global/insights-hub/why-brand-buildinand-experience-are-back-on-the-b2b-fn-agenda/ - Categories: Insight - Tags: Food and Nutrition As the B2B Food & Nutrition sector continues to evolve, so does the role of marketing. In an increasingly competitive world, brand-building, impactful in-person experiences and genuine audience connection are reclaiming their critical importance.   At Vitafoods Europe 2025, Carmen Soggia (BDB) caught up with Louise Mather (Senior Marketing Manager, Vitafoods at Informa Markets). Together, they unpack the key findings from our latest B2B Marketing Benchmark: Food & Nutrition, discussing what's truly shifting and what it means for B2B brands navigating this dynamic space.   Let’s start with the B2B Marketing Benchmark. Louise, what was your biggest takeaway?   What really stood out to me was the fact that it’s taken so long for brand building and brand equity to be prioritised in B2B. There’s still a sense that branding is less important in B2B than it is in consumer-facing sectors but that’s not the case. Everyone walking the halls of Vitafoods is a consumer first, even while representing a business. Branding matters — and I think it’s time the industry caught up to that.   There’s also a sense that smaller companies are catching up fast. In fact, there’s often more energy and buzz coming from those players than the more established names.   Absolutely – and social media has played a big part in that. People see individuals and influencers becoming brands in their own right and it’s inspired smaller businesses to think ‘we can do that too’. This strategic shift, armed with readily available tools and a... --- > Discover practical approaches to balance long-term brand building with immediate sales demands, based on insights from our 2025 B2B Food & Nutrition Marketing Benchmark. - Published: 2025-06-11 - Modified: 2025-06-11 - URL: https://bdb.global/insights-hub/balancing-brand-health-with-commercial-targets/ - Categories: Insight - Tags: Food and Nutrition The evidence is clear: companies that invest in brand building alongside short-term commercial efforts are better equipped for both immediate performance and sustained competitive advantage. But understanding the importance of brand health is just the starting point. The real challenge is putting it into practice—especially when short-term targets are always in focus.   Drawing on our research and experience with B2B Food & Nutrition companies, we've identified four practical approaches that help achieve the right balance between short-term results and long-term brand value.   Develop a distinctive brand voice In a sea of similar-sounding competitors, a distinctive communication style creates immediate recognition. The most effective brands establish a unique position through deliberate choices in tone, visual language and messaging frameworks—then apply these consistently across all touchpoints.   Our research underscores the challenge: 59% of marketers struggle to develop a clear brand message. Yet this foundational work pays tremendous dividends through increased recognition and recall, even in crowded market segments. In practice: A good starting point is to assess how competitors in your space are communicating. Look for recurring phrases, tone of voice, and messaging patterns that shape the broader industry narrative. From there, consider how your brand can take a different, more distinctive approach—one that clearly reflects your unique value proposition. Develop flexible brand voice guidelines that help maintain consistency, while allowing room to adapt across different channels and audiences.   Strike the right balance between consistency and evolution Strong brands succeed by staying grounded in a clear identity while... --- > Discover why B2B Food & Nutrition marketers are prioritising brand health over short-term tactics and how brand strength delivers tangible business advantages. - Published: 2025-06-06 - Modified: 2025-06-11 - URL: https://bdb.global/insights-hub/why-brand-health-matters-in-b2b-food-and-nutrition-marketing/ - Categories: Insight - Tags: Food and Nutrition "We need more leads this quarter. " "We should focus on pipeline opportunities that will close now. " "Brand building? That's something we'll get to next year when we have more leverage. " Sound familiar? B2B Food & Nutrition (F&N) marketers are caught in a constant tug-of-war between delivering immediate sales results and building strong, distinctive brands for long-term success. Our latest research shows this isn't just anecdotal – it's an industry-wide reality.  Our 2025 B2B F&N Marketing Benchmark reveals a clear industry tension: 62% of marketers say balancing long-term brand health with the pressure for immediate ROI is a major challenge. This strategic imbalance is driving what we’re calling the 'differentiation dilemma' – a growing struggle to stand out in an increasingly crowed and competitive market. In short, without space to invest in brand-building, companies risk becoming interchangeable — losing the very edge that drives growth over time.   The shift toward strategic brand building  There's a significant evolution happening in how B2B Food & Nutrition marketers approach their work. The data tells a compelling story: rather than focusing solely on cost control and immediate results, marketers are becoming more growth-oriented. Our research shows that 73% are now prioritising brand perception improvement—up dramatically from just 30% last year.   This marks a fundamental shift in how the sector responds to market uncertainty. Instead of retreating into defensive, short-term tactics, many companies are investing in strategic brand development. They've recognised a crucial truth about today's marketplace: technical capabilities and product... --- > Learn how Value on Investment (VOI) metrics can help B2B Food & Nutrition marketers balance short-term sales demands with long-term brand building. - Published: 2025-04-24 - Modified: 2025-04-25 - URL: https://bdb.global/insights-hub/value-on-investment/ - Categories: Insight - Tags: Food and Nutrition For decades, marketers in the B2B Food & Nutrition (F&N) sector have focused on quantifiable, tangible returns: lead generation figures, conversion rates and direct revenue attribution. While these metrics remain important, they tell only part of the story. In today's competitive F&N landscape, marketers face a fundamental challenge: balancing immediate commercial targets with long-term brand building. Our 2025 B2B Food & Nutrition Marketing Benchmark reveals that 62% of respondents identify the balance between brand health and immediate ROI as a major challenge. This tension between quarterly results and sustainable growth has contributed to a sector-wide problem: with marketing teams focused on short-term metrics, many brands struggle to invest in the long-term differentiation strategies that would help them stand out. The result is what we call a 'differentiation dilemma', with 64% of B2B F&N marketers citing brand awareness and differentiation as their top hurdle. In this article, we'll explore how Value on Investment (VOI) offers a powerful framework for addressing this challenge, providing practical measurement approaches and implementation strategies based on findings from our latest benchmark research. Understanding value on investment VOI metrics assess marketing effectiveness through broader indicators that don't immediately translate to revenue but significantly influence long-term business health. Unlike ROI's focus on attributable financial returns, VOI acknowledges that brand building creates durable competitive advantages where value extends beyond quarterly results. This approach encompasses improved brand perception, increased customer retention, enhanced audience engagement and stronger market positioning. These elements enable F&N marketers to justify investments in differentiation and creative... --- > Discover key insights from European Coatings Show 2025, where brand differentiation and creative engagement strategies overshadowed technical innovation in the specialty materials sector. - Published: 2025-04-15 - Modified: 2025-04-15 - URL: https://bdb.global/insights-hub/insights-from-european-coatings-show-2025/ - Categories: Insight - Tags: Advanced materials The European Coatings Show (ECS) in Nuremberg was a riot of colour and chemistry, with formulators, additive suppliers and pigment specialists gathering from across the globe. Walking through eight packed exhibition halls, visitors navigated a landscape of paint samples, coating technologies and live demonstrations – all vying for attention in a fiercely competitive market.   But before the crowds poured into Nuremberg’s exhibition halls, we set out to understand the strategic groundwork being laid behind the scenes. In this blog, we’ll explore how the themes uncovered in our pre-show research played out on the show floor—comparing expectations with execution and highlighting standout examples of brand positioning, visual storytelling and innovation in action.    Setting the benchmark with pre-show research  In the lead-up to ECS, we explored how brands in the specialty coatings sector were preparing to make an impact—looking closely at their messaging, product focus and approaches to visual and strategic differentiation. By analysing marketing and communications from key players, we identified recurring themes around innovation, sustainability and brand storytelling, as well as notable gaps in consistency and clarity.   Now, with the benefit of firsthand experience from the show, we’re comparing these pre-show expectations with what brands actually delivered. This analysis highlights where companies rose to the challenge—and where there’s still room to sharpen positioning and stand out more boldly in an increasingly competitive market.   Sustainability: evidence over claims Our pre-show research identified most agree that sustainability messaging is a key focus area— however, many have historically struggled... --- > Why the rise of AI means bringing more humanity to B2B marketing, not less. Five practical strategies from industry leaders to future-proof your B2B content strategy. - Published: 2025-01-16 - Modified: 2025-01-16 - URL: https://bdb.global/insights-hub/5-strategies-to-future-proof-your-b2b-content-in-the-age-of-ai/ - Categories: Insight AI is reshaping marketing faster than any technology that came before it. Semrush's Spotlight 2024 brought together over 60 digital marketing leaders to discuss the future of the industry. A clear takeaway: adopting AI is essential but success hinges on thoughtful execution. As Semrush CMO Andrew Warden cautions, businesses that ignore AI risk falling behind. Yet the path forward isn't about replacing human creativity – it's about using technology intelligently while protecting what makes marketing meaningful.   From emotional storytelling to platform-specific authenticity, from eight-second opportunities to the power of genuine expertise, industry leaders revealed five key strategies for B2B marketers looking to thrive in this new landscape. 1. The power of real connection  System1Group's Chief Customer Officer Jon Evans revealed a crucial disjunct in B2B marketing. While 60% of B2B advertising generates only neutral responses, campaigns that balance technical and emotional elements achieve 29% more profit growth than purely rational approaches.   This stat demonstrates that even when it comes to business decisions, we're fundamentally human and we crave connection. To understand how this works in practice, let's consider two contrasting approaches to launching manufacturing equipment:  1. The rational approach leads with speed, specifications and output rates. 2. The human approach opens by introducing a production manager who eliminated a critical bottleneck, boosted team morale and met ambitious targets using the new system – then unpacks the technical specifications that made it possible.   2. Capitalise on your eight-second opportunity  Spotlight demolished myths about Gen Z's short attention span.... --- > Discover how to create workplaces where people thrive in our latest issue of the knowledge, which explores authentic employer branding for B2B companies. - Published: 2024-12-13 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/mastering-authentic-employer-branding/ - Categories: Insight, the knowledge In today’s talent market, an authentic employer brand is not about catchy slogans or glossy visuals - it’s about establishing a workplace where transparency, trust and shared values are woven into everyday experiences. Building this kind of brand is like a partnership, a yin and yang of mutual promises between employers and employees. When done right, employer branding is a clear, lived expression of a company’s values and a commitment that supports the aspirations of both sides. It’s a pledge, setting the foundation for an environment where people feel valued, empowered and inspired to contribute their best.   In the latest issue of the knowledge, we outline the essential strategies for building an authentic employer brand - one that resonates deeply both within and outside the organisation. This blog offers a concise overview of what you can expect from the edition, including advice on how to attract top talent through a culture that truly lives up to its promises. Read on to discover actionable insights that can help make this vision a reality. The shifting employee-employer dynamic At its core, employer branding is how organisations differentiate themselves in their market. But creating an effective employer brand requires more than a clearly defined mission and values that gather dust on a shelf. The best employer brands capture the very essence of company culture and consistently apply it across people and talent development strategies. It often comes down to one important question: how well do you really know your team and what... --- > From clean labels to minimalist booths, SupplySide West 2024 highlighted sustainability's growing role in U.S. health and nutrition markets. Discover more. - Published: 2024-11-22 - Modified: 2024-11-22 - URL: https://bdb.global/insights-hub/spotlight-on-sustainability-insights-from-supplyside-west-2024/ - Categories: News This year’s SupplySide West Expo in Las Vegas stood out as a remarkable reflection of both the event and the city’s evolving identity. Once known for excess and waste, Las Vegas has transformed into a leader in sustainability, investing millions in green initiatives since 2005. Today, the city ranks second in the U. S. for solar capacity per capita, a testament to its commitment to eco-conscious growth1. Just as the city has embraced sustainability, the stateside trade event mirrored this shift, showcasing innovations that align with increasing demand for more responsible solutions and marketing in the health and wellness industry. The show, which drew more than 20,000 participants and 1,500 exhibiting companies, embraced eco-friendly minimalism: plush carpets and elaborate stands were gone, replaced by industrial floors, smaller stands and natural materials. The move wasn’t just about aesthetics but the market appetite in the US – a deliberate statement about conservation, right down to the pledge to replant trees at the show across Nevada. Minimalism prevailed on the show floor too, with clean label formulation emerging as a key trend. A tale of two continents At SupplySide West 2024, sustainability wasn't just part of the conversation – it was leading it. The explicit celebration of environmental credentials was notably different from what we saw at European trade shows this year, with sustainability not a marketing angle in and of itself, but rather a baseline expectation that’s foundational to the region’s nutraceutical and dietary supplement industry. This divergence reflects Europe's long-standing leadership... --- - Published: 2024-10-25 - Modified: 2024-11-04 - URL: https://bdb.global/insights-hub/behind-the-scenes-at-cphi-2024-5-standout-insights-from-bdbs-scientific-copywriter/ - Categories: Insight That’s a wrap! CPHI 2024 has come to a close and what a show it has been. This year, I had the pleasure of joining the BDB team at the event - and from insightful discussions to groundbreaking innovations, there was plenty to take in. Here’s my key highlights and the moments that truly caught my attention. Keep your eyes peeled... BDB is a consultative global partner for pharmaceutical marketing, with more than 35 years of industry experience. We specialise in crafting transformative and fully integrated B2B communication strategies on a global scale; empowering pharma and human-health brands to achieve more.   To help brands thrive in this competitive landscape, we surveyed 50+ marketing professionals at CPHI Milan 2024 to get their perspectives on the challenges and opportunities within marketing communications. We’ll be showcasing key insights and valuable learnings from the specialist survey in the B2B Pharma Marketing Benchmark. Stay tuned for this inspiring resource — launching soon!   Join our mailing list and get a copy as soon as the report is out. 1. AI isn't a matter of ‘if’ but ‘when’ – so take the leap of faith Has your business embraced artificial intelligence (AI) yet? As the saying goes, the best time to start was yesterday; the second-best, today - and this holds true for the adoption of AI in pharma. If you don’t adapt you risk getting left behind. This message was clear at CPHI 2024. AI was a major focus at the event and for good... --- - Published: 2024-10-22 - Modified: 2024-11-25 - URL: https://bdb.global/insights-hub/hidden-post-test/ - Categories: Hidden This should be hidden from the insights hub. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut dignissim vel metus a rhoncus. Mauris risus lorem, viverra quis vulputate sed, condimentum sed leo. Nulla et justo magna. Cras et erat nec neque laoreet condimentum sit amet ut lacus. Etiam tortor arcu, tempor non mi vehicula, dapibus scelerisque ipsum. Phasellus accumsan sodales massa id vehicula. Vivamus consectetur massa et sem faucibus interdum. Nunc eros lorem, iaculis in posuere eu, porttitor ac lectus. Vestibulum varius sapien nunc, ac rhoncus neque fermentum sit amet. Duis ullamcorper nunc purus, nec pellentesque massa dapibus ac. Vivamus vehicula aliquam tincidunt. Quisque porta interdum augue, in maximus diam. Suspendisse feugiat feugiat molestie. Mauris tristique vitae purus at faucibus. Testing the gated content functionality Ut varius urna ligula, eu imperdiet justo tincidunt vel. Maecenas eleifend vestibulum urna eu malesuada. Nunc aliquam diam eu urna rhoncus, quis sagittis ante placerat. Vestibulum vulputate, metus in facilisis efficitur, metus odio imperdiet diam, eu lacinia leo metus nec nulla. Donec quis aliquet quam. Mauris erat mi, venenatis ut varius at, accumsan vel orci. Suspendisse potenti. Curabitur vel sodales nunc. Curabitur eu rhoncus purus. Phasellus finibus nec est mollis accumsan. Maecenas mollis purus turpis. Maecenas turpis justo, efficitur in feugiat eu, posuere sit amet lectus. Integer eu nibh in nisl ornare vehicula nec et risus. Cras consequat finibus ipsum, eu tempor ex imperdiet ut. Nam at tortor euismod, tempor massa sed, volutpat erat. Curabitur libero ex, finibus blandit ullamcorper nec, scelerisque ac orci. Praesent... --- > Discover how we’re supporting Women in Nutraceuticals (WIN) to promote gender diversity and empower women in the global nutraceutical industry. - Published: 2024-10-16 - Modified: 2024-10-21 - URL: https://bdb.global/insights-hub/bdb-for-the-win-partnering-to-power-the-potential-of-women-in-nutraceuticals/ - Categories: News - Tags: Women in Nutraceuticals At BDB, gender equality isn’t a goal to pursue - it’s part of who we are. As an employee-owned company with women making up the majority of our team, we’re all about creating a fair, level playing field for everyone. That’s why we’re excited to sponsor Women in Nutraceuticals (WIN), a non-profit on a mission to promote gender equality in the global nutraceutical industry. This sponsorship reflects the natural alignment between our values and WIN’s vision of advancing women into leadership roles. WIN offers women the tools, mentorship, visibility, and networking opportunities they need to grow and succeed. By building an environment where women have equal opportunities, they’re driving positive change, advancing innovation and shaping a brighter future for the industry - exactly what we believe in at BDB.   Three reasons we’re proud to support WIN  WIN’s mission speaks to us because we know that when women rise, everyone benefits, socially, economically and culturally. Here’s why we’re backing this initiative:  Sharing our journey and lessons learned  Our support for WIN goes hand-in-hand with our own advocacy for diversity, equity and inclusion (DE&I). As WIN pushes for better representation in nutraceuticals, we’re committed to actively promoting inclusivity within BDB.   Over the years, we’ve learned a lot from implementing our own DE&I initiatives. We’ve rolled out progressive policies on menopause, neurodiversity and pregnancy loss, ensuring our workplace supports everyone. These efforts even earned us the EcoVadis Bronze Medal in 2023, a recognition of our dedication to sustainability and social responsibility.... --- - Published: 2024-09-09 - Modified: 2024-10-11 - URL: https://bdb.global/insights-hub/an-update-on-the-cookieless-future/ - Categories: B2B Pulse - Tags: Digital and technology https://www. youtube. com/watch? v=yCgfJhfPckA View on YouTube Transcript "Hi, my name is Oliver Brewood, Executive Director at BDB, and in this video, I'm going to talk about Google's plans to U-turn on the cookieless future and what that means for B2B marketers. Around four years ago, Google originally announced their plans to deprecate support for third-party cookies in their Chrome browser. What this essentially meant was that things that relied on third-party cookies, particularly things like advertising options, tracking, and retargeting, would no longer function in Chrome. That's a big deal because Chrome accounts for around 64% of the world's browser usage, and other browsers like Firefox, Safari, and others have already deprecated support for third-party cookies. With Google Chrome going, that would mean that effectively the last big browser that still supported third-party cookies, and therefore all those advertising options associated with it, would no longer be available. Google has created what they call the Privacy Sandbox with tools in it, like the Topics API. The whole focus here is to make sure that there are suitable privacy-focused ways to still allow advertisers to continue to target their audiences. Unfortunately for us B2B users, things like the Topics API just weren't that applicable. Basically, it would add you to a kind of an anonymous list of people that were interested in a topic when you went browsing the internet. So, if you browsed a holiday site, you might get added to a list of people that were interested in... --- - Published: 2024-08-27 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/ai-in-food-innovation-strategic-insights-for-b2b-marketers/ - Categories: Insight The food and nutrition industry is experiencing a seismic shift, largely due to advancements in artificial intelligence (AI). At the recent Institute of Food Technologists (IFT) FIRST 2024 Expo in Chicago, industry leaders shared groundbreaking insights on how AI is revolutionising the food innovation landscape. Here’s a breakdown of what these developments mean for B2B marketers and the learnings they can leverage in their own marketing strategies.   Whipping up faster, tastier, healthier innovations with AI  AI’s influence on the food industry is undeniable, particularly its potential to significantly speed up the product development process. At the IFT FIRST 2024 Expo, Dr. Nora Khaldi, CEO of biotech company Nuritas, highlighted that AI enables companies to now develop new products and secure FDA approvals in just two years - a stark reduction from the typical 10-year timeline. This accelerated pace of development is crucial for businesses in the food and nutrition industry, as it allows for quicker market entry and the ability to stay ahead of and even influence consumer trends.   AI accelerates product development through:  Data analysis and ingredient discovery: AI rapidly analyses vast amounts of data on ingredient properties, interactions and health effects. This enables the discovery of promising ingredient combinations and the creation of products that meet consumer demands for taste, health and sustainability.   Simulation and predictive Analytics: AI-driven simulations reduce the need for physical experiments by predicting formulation outcomes. This not only saves time and resources but also minimises the risk of product failures in... --- - Published: 2024-08-06 - Modified: 2025-03-17 - URL: https://bdb.global/insights-hub/food-and-nutrition-b2b-marketing-trends/ - Categories: Insight In the fast-paced Food and Nutrition (F&N) industry, B2B brands need to keep up with consumers ever-evolving trends while driving growth, embracing sustainability and protecting profitability. It's a delicate balancing act, one where getting your marketing communications strategy right can make all the difference.   That’s why we created the first-ever B2B Marketing Benchmark focused specifically on the Food and Nutrition ingredients industry. Drawing insights from a survey of B2B marketing leaders in the sector and with contributions from Heather Granato, industry expert and president of Nutrachievement Inc. , this report offers an in-depth look at their challenges, behaviours and opportunities. Here, we give you a taste of the key trends that are shaping B2B F&N marketing communications, from the power of research to exploring new marketing channels and leveraging emerging technologies like Generative AI. 1. Research reigns supreme Industry insights are considered indispensable for informing and shaping marketing communications strategies in the F&N space. In fact, 74% of survey respondents revealed that they ‘agree’ or ‘strongly agree’ that research is the springboard for impactful B2B marketing communications. At the same time, a staggering 74% lacked a structured approach to testing strategies. This highlights the promising potential for data-driven decision-making and systematic experimentation, enabling businesses to understand what’s truly effective and make adjustments accordingly.   Top tip! With the F&N industry awash with market research, choosing the right partner who has a reputation for extracting valuable and actionable insights is critical. Taking the time to understand a research firm’s methodologies... --- - Published: 2024-07-25 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/driving-b2b-marketing-effectiveness-strategic-insights-from-dmwf-2024/ - Categories: Insight The Digital Marketing World Forum (DMWF) Global 2024, held in London on June 24-25, once again proved to be the crucible of cutting-edge marketing innovation. This year's event, entitled ‘Exploring the Future of Digital Marketing Technologies,’ brought together luminaries and decision-makers from across the marketing spectrum. Industry giants, including Unilever, Meta, MailChimp, and LinkedIn, took centre stage, offering interesting and actionable insights into the evolving landscape of digital marketing. Across two days, DMWF delved deep into the marketing ecosystem, showcasing the latest technologies, strategies and solutions for senior marketers to implement in their business and thrive. For marketers operating in the B2B space, three key themes emerged as particularly relevant – read on as we unpack and unpick the main takeaways from DMWF and identify opportunities for B2B brands to push boundaries, drive growth and differentiate in an increasingly competitive arena. AI: Revolutionising B2B marketing Artificial intelligence (AI) promises to revolutionise B2B marketing efforts to enhance strategies, streamline operations and deliver more value to B2B buyers. Despite AI’s potential, its adoption in B2B marketing is not without challenges. Many businesses are grappling with uncertainty around effective implementation and practical applications. Nevertheless, AI is already demonstrating its value in the sector. Tools like personalised content generation and customer service chatbots are yielding tangible, time-saving benefits for B2B marketers, paving the way for wider acceptance. Let’s take a closer look at AI’s marketing capabilities. Elevating B2B storytelling with data-driven insights Compelling storytelling is key to capturing attention and building trust in the... --- - Published: 2024-07-03 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/b2b-food-and-nutrition-branding/ - Categories: News The food industry has experienced a surge of Mergers and Acquisitions (M&A) over the last two years, reshaping competition while also providing fresh opportunities for growth and innovation. From the DSM and Firmenich mega-merger to the Actylis amalgamation of eight experienced specialty manufacturing businesses into one integrated ingredient player, B2B companies across the food and nutrition industry are expanding their market positions, geographic presence and enhancing their product portfolios with M&A deals. Against this backdrop of intensifying competition, developing a distinct and meaningful global brand is more critical than ever for gaining a competitive edge in an increasingly saturated market. But how can companies stand out and connect with their customers on a deeper level? In this article, we explain why developing a universal mindset is essential for brands to excel globally and appeal locally. The challenges of building a global brand  To avoid the impersonal feel of a faceless corporation, global brands must capture the authenticity, uniqueness and agility that customers value in small brands, without seeming niche, local or specialist. The answer to balancing professionalism with relatability lies in understanding and appealing to your target audience. We believe that – whether you're designing a new purpose, proposition, identity or personality – your journey to brand success begins with defining a universal common mindset.   What is a universal common mindset?   Although granular segmentation involving attributes such as demographics, firmographics and behaviours is important for targeted marketing activity, powerful global brands are not defined by one stakeholder subset;... --- - Published: 2024-07-01 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/serve-a-demographic-fill-a-whitespace-vitafoods-europe-2024-demonstrated-womens-health-is-the-new-vanguard-of-opportunity/ - Categories: Insight Across the show floor and in session halls, the need to better serve women at every life stage was the hot topic on everyone's lips. It’s safe to say that women’s health was the dominant trend at Vitafoods Europe 2024, reflecting a growing recognition from the nutraceutical and dietary supplements industry that women have been underserved by specific health products and research – despite being the largest consumer demographic for nutritional solutions. 1,2 Now, it looks like companies are increasingly focusing on addressing the disparity between demand, supply and clinical evidence, by addressing women's unique needs across all life stages. Women: underserved by research, hungry for solutions "If you walk around the floor, it is exploding with women's health products, but there's not as much research," noted Sudipta Veeramachaneni, President of SV Scientific, during the talk ‘Research essentials for powHERing success in formulating and marketing food supplements for women’. Her statement highlights a long-standing issue in the industry, where clinical studies have traditionally focused on male patients, with the findings then being generalized to women. While the industry is now making efforts to bridge this gap, there's still progress to be made in ensuring that the increasing number of products marketed towards women are backed by robust, female-specific research. This lack of research isn't limited to women's health products. Women have been dramatically underrepresented in clinical trials across all health areas. "One of the challenges that we have had – not just here in the EU but globally – is... --- - Published: 2024-06-11 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/vitafoods-europe-2024-sustainability-trends/ - Categories: News As in previous years, Vitafoods Europe 2024 was a testament to the dynamism of the nutraceutical industry. This year’s maze of stands demonstrated that adventurous consumers are increasingly seeking novelty and innovation across supplements and food & beverage categories, with sea-derived and mushroom-based ingredients exhibited everywhere across the show floor. While the rise of consumer adventurousness was unmissable, another striking observation revealed itself through absence, rather than presence: the once prominent sustainability theme, formerly a central focus, with dedicated areas, stages and networking events, was not so much highlighted as seamlessly integrated into the fabric of the event. Vitafoods Europe 2024 seems to demonstrate that sustainability has become a table stake, or a given – a baseline expectation that’s now foundational to the nutraceutical and dietary supplement industry. As our sustainability issue of the knowledge predicted, "When you see that stakeholders of all kinds are insisting on sustainability, it is clearly no longer a 'nice-to-have' for businesses. It's essential. It is a licence to operate. " Despite the reduced focus on the topic, some exhibitors stood out as exemplary examples of embedding sustainability into their marketing operations. Nutralie for instance decided to use a container handcrafted in Spain from 100% recycled materials for an exhibition stand. Much more than just a visual piece; the container embodies Nutralie's sustainability ethos, designed for repeated use at various exhibitions. The brand’s sustainable approach mirrors the core principles of the circular economy, focusing on Reuse, Recycling, and Reduction, whilst its marketing communications effectively convey the... --- - Published: 2024-06-03 - Modified: 2024-10-31 - URL: https://bdb.global/insights-hub/b2b-marketing-benchmark-food-and-nutrition/ - Categories: Reports How are Food & Nutrition B2B enterprises spending their marketing funds? What are their necessities, nice-to-haves and luxuries? And what level of confidence do they hold for the upcoming year? Here, we explore the budgeting and forecasting behaviours most prominent among B2B marketers in F&N. Download the first ever B2B Marketing Benchmark built on sector-specific data to provide a relevant overview of the Food & Nutrition ingredients marketing communications segment, delving into its challenges, planning behaviours, and future aspirations. With exclusive input from industry expert Heather Granato, the report compiles insights and perspectives from marketers in the sector to shed light on the factors shaping today’s communications strategies, pinpoint gaps and uncover opportunities for B2B ingredients brands to achieve more impact. Request the report CHAPTER 1: B2B BUDGETS & OUTLOOK How are Food & Nutrition B2B enterprises spending their marketing funds? What are their necessities, nice-to-haves and luxuries? And what level of confidence do they hold for the upcoming year? Here, we explore the budgeting and forecasting behaviours most prominent among B2B marketers in F&N. CHAPTER 2: CREATIVITY IN B2B In an era where customers are bombarded with information, marketing communications that embrace creativity are more likely to capture attention and leave a lasting impression. But, exactly how influential is creativity for Food & Nutrition B2B marketers? And more importantly, what are they doing to gain the creative edge? CHAPTER 3: MARKETING COMMUNICATIONS STRATEGIES In the dynamic world of F&N B2B marketing communications, many brands are consistently reassessing their approach, drawing insights from research, embracing calculated risks and exploring innovative channels. But how does this play out in reality? And how receptive are brands to taking the leap? --- - Published: 2024-05-21 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/vitafoods-europe-2024-day-1-b2b-innovation-shapes-trends/ - Categories: Insight Vitafoods Europe 2024 once again solidified its position as the premier gathering for nutraceutical experts, showcasing the industry's rapid response to evolving consumer demands. This year’s edition highlighted consumer adventurousness and a strong appetite for holistic, sustainable solutions offering multifunctional benefits. Plant-based ingredients endure in popularity, with alternative protein sources and omega 3 from algae taking centre stage, reflecting a commitment to promoting environmental sustainability alongside preserving well-being. The rise of mushrooms in the nutraceutical space, driven by a deeper understanding of the holistic benefits of mycelium networks, aligns with consumers' desire for ingredients supporting a more interconnected approach to health. Sea-based ingredients like algae and seaweed are also making waves, attracting consumers with their unique nutritional profiles, rare minerals and novelty factor.   For B2B companies, these trends present a golden opportunity to capitalise on the evolving market by developing cutting-edge health solutions using natural, sustainable ingredients that provide a 'wow-factor' for consumers. However, success in this dynamic landscape requires more than just innovative products; it demands strategic partnerships and effective consumer education. Vitafoods Europe 2024 emphasised the crucial role of B2B brands in collaborating with B2C businesses to share scientifically substantiated and proprietary data, empowering them to educate customers about ground breaking ingredients in popular categories like healthy aging and holistic health. As the nutraceutical industry continues to evolve, the integration of advanced technology with sustainable, evidence-based health solutions will define the new vanguard of excellence. The future of nutraceuticals belongs to B2B companies that can successfully navigate... --- - Published: 2024-05-03 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/incosmetics-global-2024-key-insights-for-b2b-marketers/ - Categories: Insight InCosmetics Global - the beating pulse of the beauty and personal care industry, is widely recognised as the main global stage to share insights, build connections, and inspire the occasional spark that fuels future strategies. This April, our team attended the show in Paris and brought back a selection of insights and curiosities to share with our customers and partners.   Focus on ingredient trends: 2021 vs 2023  Among the lively discussions and activities, a few marketing presentations really stood out, including Kline + Company’s titled: 2024 and beyond: Where is the personal care ingredients market at, and where is it headed?   Building on their expertise as advisory consultancy and market research firm, Kline reflected on the major challenges that ingredient brands faced in 2023 before providing their own outlook for the 2024 trends to watch. In one of the sections of his presentation Nicola Matic, vice president Chemicals and Materials, took the time to review the most popular trends in 2021, and compared them with 2023 market data to show how (and if) they actually realised in the market.   The sulphate-free trend for example was expected to drive product reformulation in the years following 2021, however, many beauty and personal care brands ended up defending their SLEs positioning instead of reformulating, due to the cost effectiveness and functional performance of this foaming ingredient.   Similarly, 2021 was meant to mark the death of silicones, which, instead, turned out to be slower than predicted, especially in hair and... --- - Published: 2024-04-30 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/tips-for-successful-food-and-nutrition-ingredients-pr/ - Categories: News The B2B food and nutrition trade media has the potential to aid brands to stand out by helping them foster relationships in the industry, become a thought leader in the space and ultimately, attract customer attention. But is it really worth targeting? How many people really want to read about which plant-based lactase enzymes speed up efficiencies? Or the latest research in Docosahexaenoic acid? If you’re sceptical – you’d be surprised. At BDB, we work with almost 200 dedicated BDB food and nutrition magazines that provide insights to millions of readers combined worldwide. For any B2B food and nutrition brand, PR offers huge opportunities – when done right; and if you are looking to leverage the vast potential that trade media PR offers, here’s our top recommendations to help your company make its mark in this unique media landscape. Technical or commercial audience – tailor your content to them A beautifully written piece of content is worthless if it is not tailored to the right audience. Your editorial content, whether it be a press release or by-lined feature, needs to be targeted to the people you actually want to attract the attention of. For example, if you’re drafting an article for a food technology publication that will mostly be read by technical specialists, your language should be tailored towards them – for example highlighting your innovative factories and processes. At the same time, don’t use overly technical language if your target audience doesn’t work in this field, but instead focus... --- - Published: 2024-04-24 - Modified: 2025-04-08 - URL: https://bdb.global/insights-hub/navigating-the-cookieless-web/ - Categories: News Over the last 20 years we’ve seen the digital landscape evolve significantly to meet the challenges of new privacy and data protection regulations. Directives and regulations such as ePrivacy, GDPR and CCPA have led us to develop and adopt solutions for cookie consent, comprehensive data security, and effective user consent throughout the web. Marketers, now faced with the end of third-party cookies, must adapt again to make the most of the cookieless web era.   For almost 30 years, third-party cookies have been integral for marketers in the identification and targeting of customers. As Google begin blocking third-party cookies in Google Chrome, marketing tactics like retargeting will become significantly less effective – if at all. For companies using retargeting as a bottom of the funnel tactic, likely in the B2C space, the impact cannot be overstated. But B2B marketers are not immune. Despite longer sales cycles, retargeting has been a useful top of the funnel channel, widely used for brand awareness.   Dropping third-party cookies effectively means losing a significant source of data that marketers have relied upon for years. While there are alternative solutions, such as Google’s Topics API and Meta’s Conversion API, there is one that will prove more important than all others – first-party data. First-party data  First-party data – the data you collect through user interactions with your website or app – has always been vital to crafting long-lasting and rewarding relationships with customers. Through understanding their customers’ interests and browsing habits, marketers can deliver highly... --- - Published: 2024-04-09 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/essential-tips-for-pharma-marketers/ - Categories: Insight ‘Optimistic uncertainty’; this was the sentiment underlying the presentations and panel discussions at this year’s PRWeek PharmaComms Conference. In a brave new post-pandemic world, the global public have never been more knowledgeable on and appreciative of pharmaceutical producers’ work, but this confidence is built on shifting foundations. As international events pull attention elsewhere, pharma players are fighting to keep health topics on the news agenda, and ensure they still rank above TikTok as an authoritative and trustworthy source. Between the rise of artificial intelligence (AI), growing cognizance of health inequalities and the immense potential of new patient-centered treatments, the prognosis is uncertain. Fortunately, we’re here to offer an effective treatment in the form of our top takeaways from one of the premier events in the pharma comms calendar. 1. Keeping it real  What tone should pharma communications take as a rule? Clear and concise? Warm and inviting? Or honest and truthful? As marketers, we strive to create the authentic, accessible content audiences crave, but achieving this ‘realness’ can be difficult when communications need to be carefully calculated to avoid regulatory push back. The tension between accessibility and authority was a major topic of discussion at the Pharma Comms Conference. The good news is, there are solutions. As one delegate pointed out, clarity is often more important than creativity in pharma. We may not always be able to use writerly phrases to describe a drug's mechanism of action, but we can always make sure that the human perspective is central. On... --- - Published: 2024-04-05 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/jec-world-2024-round-up/ - Categories: Insight JEC World – the epicentre of innovation and ingenuity in the B2B composites world. From automotive breakthroughs to aerospace marvels, it’s the place where the future of materials – quite literally in some cases – takes shape. And with it came a treasure trove of insights and inspiration to inform our advanced materials customers’ marketing strategies and propel their brands to new heights. Here are just a few of our key takeaways! Sustainability: A non-negotiable The growing emphasis on sustainability in the composites industry reflects the broader societal shift towards eco-consciousness. But it’s the realisation of ground-breaking eco-friendly technologies and manufacturing processes that are truly propelling it forward, as demonstrated by this year’s Startup Booster. From low carbon construction materials and nano electronics to breakthrough delamination technology – the solutions and technologies on offer from these emerging companies were truly remarkable.   As stewards of change in the composites industry, brands must not only embrace sustainability as a business priority but also creatively showcase their dedication to it through compelling marketing and communications efforts. Only then can they truly leverage sustainability as a cornerstone of their competitive advantage and industry leadership. This means that sustainability marketing is no longer just a trendy buzzword – it’s a strategic imperative driving the future of the industry. And while not entirely absent, there was a distinct lack of ingenuity when it came to the conveyance of sustainability messages. In an era where consumers and businesses alike are actively seeking eco-conscious solutions, this seems... --- - Published: 2024-04-03 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/incorporating-your-b2b-brand-into-a-exhibition-stand/ - Categories: News Exhibiting at a tradeshow is a great way to establish a strong marketplace presence. As well as helping to build face-to-face relationships and advertise your brand in a forum full of potential buyers, it can create a memorable, meaningful experience - especially when it aligns with and reflects your brand’s marketing strategy and objectives. But why is it so important to incorporate your brand into your exhibition stand – and where do you start? The importance of getting branding right at exhibitions  Think of your exhibition stand as an extension of your B2B brand – acting as an ambassador and reflecting your company’s values and business potential. With research unveiling that exhibitions can help increase brand recognition by 76%, and that 81% of attendees can recall at least one exhibitor they visited at a trade show even six months later, getting branding within your stand right is crucial, especially when an event is part of a wider marketing plan or integrated campaign. Essentially, a well-thought-out exhibition stand and strategy helps differentiate your company – while connecting with your purpose and fitting within your overall brand and journey.   Exhibition stands are an expensive outlay and B2B events can be very busy, so it’s important to make your mark on your target audience. After all, an exhibition stand is often the first point of contact for potential customers, and making a positive first impression is vital.   Three tips on how to incorporate your B2B brand into an exhibition stand:  Having... --- - Published: 2024-03-26 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/martechopia-2024-insights/ - Categories: Insight It’s no secret that artificial intelligence (AI) has taken the spotlight in the marketing and tech world, especially following its exponential growth since early 2023. At this year’s Martechopia, the leading conference dedicated to the latest in marketing technology, the topic of AI in B2B marketing took central stage, alongside discussions on the metaverse and the evolving martech stack. From how to start using AI and the latest metaverse advancements to the way the B2B buyer journey has evolved, here are our key takeaways from Martechopia 2024. AI in B2B marketing AI's influence on B2B marketing is undeniable. From generative AI tools producing stunning visuals and videos to AI's ability to streamline tasks and improve efficiencies, the potential is vast. While tools like Sora are grabbing headlines for their incredible video generation capabilities, there is a huge amount of benefit to be gained in automating our more mundane day-to-day tasks so that we can focus on higher-value activity. Despite the constant and unavoidable coverage that AI is receiving, one thing is clear – many B2B companies and marketing professionals are still looking at AI and wondering how to get started. To give a sense of scale to this – while there are currently nearly 3 billion WhatsApp users around the globe, only 0. 2 billion people are using ChatGPT. However, most of those early AI adopters are already reaping impressive results. If you want some encouragement (or FOMO), to help motivate you, it could be worth bearing in mind that... --- - Published: 2024-03-13 - Modified: 2024-10-09 - URL: https://bdb.global/insights-hub/converting-leads-with-better-marketing-and-sales-alignment-in-b2b/ - Categories: Insight In today's rapidly evolving B2B marketing landscape, the alignment of marketing and sales teams has emerged as a critical factor for business success. The traditional barriers that once separated these two functions are becoming increasingly obsolete, making it imperative for businesses to foster collaboration and synergy between them. By doing so, organisations can deliver a seamless and enhanced buyer experience while maximising their revenue potential. The importance of marketing and sales alignment cannot be overstated and becomes particularly tangible when it comes to tracking and scoring lead conversions. Technologies such as Customer Relationship Management (CRM) systems and sales readiness tools, can help bridge the gap between marketing and sales, enabling teams to track leads across the buying journey, from the awareness stage all the way to the point of conversion,1 facilitating seamless data sharing and enabling a more effective and efficient process. A crucial aspect of the sales and marketing alignment challenge, the ability to qualify leads correctly ensures that the right resources are allocated to the most promising opportunities, ultimately maximising efficiency and conversion rates, whilst also helping identify and keep top of mind those prospects that require further nurturing. By establishing clear criteria and processes for lead qualification, such as identifying Ideal Customer Profiles (ICPs) and defining lead stages like Information Seeking Leads (ISLs), Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs), brands can ensure that both marketing and sales teams are aligned in their understanding of lead quality and the actions needed to move them through... --- - Published: 2024-03-01 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/pitch-perfect-3-ways-pr-adds-extra-value-to-your-integrated-b2b-campaign/ - Categories: News Have you heard of the ‘rule of 7’? It’s a principle which states that customers need to be exposed to 7 pieces of marketing collateral before they’re ready to convert. The story goes that this ‘rule’ was coined in the 1930s when Hollywood’s biggest movie execs commissioned research which discovered that potential theatregoers were more likely to take action once they’d heard or seen an advertising message seven times. Now, regardless of whether there’s any truth behind this number – even the most tried and tested marketing strategies aren’t an exact science – it’s true that your chances of conversion are more likely to increase if you nurture your audience across multiple touch points.  And this is perhaps even more true for B2B marketing, where sales processes are typically slower and more considered than the fast-paced world of B2C sales. In fact, research shows that today, 47% of people said they spend more time researching B2B purchases than they did in the past and 55% rely more on content to research their purchasing decisions. 1 When it comes to B2B marketing, PR can be an invaluable tool for supporting your objectives and reaching these research-savvy audiences. Over a third of B2B buyers rate industry trade media and news publications as the most valuable content format when they’re researching a potential purchase. 1 So, is adding PR to your marketing mix a no brainer? We’d say so – here’s 3 ways PR can add extra value to your integrated B2B marketing campaign. Step... --- - Published: 2024-02-14 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/lights-camera-action-how-video-content-will-boost-your-b2b-marketing-game-in-2024/ - Categories: Insight Video has always been a sure-fire to grab our attention as consumers, and in 2024, it’s becoming even more of a top priority for B2B companies, too. According to the latest research by the Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, the percentage of B2B marketers using video marketing increased to 84% in 2023 – up from 75% the previous year1. In fact, they’re planning on spending more on video than any other type of content in 2024, so we anticipate a significant boost in the utilisation of this format this year. Text-based content still has an important place in the B2B marketplace, but video is increasingly being used to cut through the noise, to tell stories in a compelling way, as well as provide a platform to share knowledge, hacks and tips, thought leadership insights and much, much more. Short-form, long-form, augmented reality, immersive experiences: the possibilities are endless. Video is accessible, flexible and most importantly, engaging. Video across the customer journey  But where on the customer journey is the best place to use video? A recent survey shows that 70% of B2B buyers report watching videos throughout the buyer’s journey2. At the start of the journey, for example, is a great time to include video with thought leadership or inspirational content to increase awareness. It can support alternative pieces of content, like a white paper or infographic, in spreading the word about a particular challenge the audience might be facing in the... --- - Published: 2024-01-12 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/leveraging-hybrid-events-to-boost-b2b-marketing-success/ - Categories: News Multiple trend reports highlight that B2B sales will become increasingly hybrid combining online and offline interactions to meet changing customer behaviours and preferences. 1 It’s no surprise that events look set to follow suit. With some sectors or regions being the exception, hybrid events will be the dominating trend for the next 12 months. 11% of B2B marketers surveyed in a recent report said they would be increasing spend on hybrid events in 2024. 2 It’s easy to see why they’re making these changes. Adding a digital component to in-person events can improve visibility and reach, helping to generate that much needed industry buzz. Hybrid events also enable B2B marketers to explore different types of content and gather real-time feedback. What works? Which products are most valuable? What have competitors been working on? This can be a real game-changer for time-poor B2B marketers in the aftermath of an event. More connections, more exposure opportunities that drive innovation Enabling both in-person and virtual event participation allows B2B food and nutrition brands to significantly widen reach among target audiences worldwide. We all lead busy lives, so enabling remote access helps to promote participation– anybody can attend, wherever they live. By including experts from across the globe, B2B nutrition marketers have a bigger pool of promising contacts to collaborate with, which can later inform product development. This magnified qualified attendance directly translates to more fruitful networking, idea sharing and new pipeline opportunities for products, campaigns and collaborations. Hybrid events in practice It’s clear... --- - Published: 2024-01-12 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/what-ai-means-for-creativity/ - Categories: News Change isn’t made alone In a world where creative boundaries are constantly being torn down, it’s our responsibility to embrace new tools and ways of working without losing sight of what makes creativity unique – the humans behind it. I don’t believe that AI will make people obsolete, at BDB we look at it to amplify our creativity. To challenge assumptions, to light a fire under our seats, to expand our horizons - to never stand still, and to constantly better our approach. It's not a question of AI versus the human, but rather how we work positively and ethically with rapidly evolving technology to produce something entirely new.   Our approach to AI is not about automating processes or outputs, but what we make possible by using it. As BDB’s Creative Director my responsibility is to ensure that the use of technology aligns seamlessly with our values and vision. Allowing Artificial Intelligence to function as an extension of our team's toolkit, to let us experiment, refine, and innovate, without limiting creativity or possibilities. But, as we embrace the power of AI, it's equally important to acknowledge its limitations. Our experience, intuition, and innate knack for anticipating client needs are testaments to our unique and unparalleled industry perspective. While AI can offer insights, process data at incredible speeds, create video and imagery, it's the human touch that crafts these into narratives and experiences that captivate, resonate, and inspire action.   While AI's influence spans industries, we have an unwavering commitment... --- - Published: 2023-12-22 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/unpacking-fie-2023-our-4-highlights-as-an-exhibitor/ - Categories: News Thought about attending – or even exhibiting at – Food ingredients Europe (FiE) as a marketer in the food & beverage realm? Here’s why you should... FiE has long been an important fixture in the food & beverage sector’s calendar – and ours. Drawing together more than 25,000 stakeholders from 135+ countries across the world, the show is a global stage to discover some of the most exciting ingredients emerging in the space – and a hot spot for fostering collaboration, igniting inspiration and breaking down boundaries to progress. For anyone in the food & beverage arena, the event is not to be missed. And although we’ve always had a presence at FiE, the 2023 conference marked a significant shift for us as we decided, for the first time in a long time , to take centre stage by exhibiting. Why? As the marketing communications agency for food & nutrition brands, we have provided exhibition support for 30 years to some of the biggest players in the food & beverage market – from designing stands to carrying out in-person press support in a multitude of languages (and everything in between). However, taking advantage of the exposure that FiE offers is something we hadn’t done in a while. Given our deep-rooted connection to the sector, the decision to transition from supporter to exhibitor was a natural progression. Being more active contributors at FiE this year with our ear to the ground, we’ve been able to experience the event from a completely... --- - Published: 2023-12-04 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/food-and-beverage-industry-trends-2024/ - Categories: Insight Want to make a meaningful impact in the food and beverage industry? Then you need to do more than adapt – you need to innovate. Thriving in this dynamic sector means grasping the consumer trends and behaviours set to shape the market in 2024, and beyond. As the leading marketing communications agency for brands in the food and drink space, we’ve curated a wrap-up of the top trends and actionable insights powering innovation in this field. Drawing knowledge from some of the biggest global trade shows, market intelligence and research agencies, the 5 insights below are guaranteed to help you stay ahead of the curve and navigate this ever-evolving landscape with confidence. Read on to feast your senses...   1. A growing appetite for less processed foods   The scrutiny surrounding processed products is intensifying, driving consumers to ask more questions about the ingredients, nutrition and production methods used to develop the foods and drinks they’re consuming. This has led to the emergence of the concept “ultra-processed food (UPF)” – an evolution of the terms “junk food” and “clean label”. This newfound awareness of UPF is steering consumer preferences towards minimally processed foods, or at the least, they are considering processing levels when purchasing products. But don’t stress! It’s not the end of UPFs just yet. Some consumers are taking an “all things in moderation approach” and still want to enjoy these foods – albeit less frequently. To get ahead of this trend, our top tips are: Enhance your transparency (i.... --- - Published: 2023-11-30 - Modified: 2024-10-07 - URL: https://bdb.global/insights-hub/thriving-in-the-age-of-ai-in-b2b-marketing/ - Categories: Insight In a world increasingly dominated by artificial intelligence (AI), our unique human influence becomes our greatest asset in B2B marketing. Yet, letting our human touch thrive alongside these machines is not as easy as it seems. For instance, did you know that less than half of B2B marketing leaders are currently integrating AI applications alongside their human business marketing activities? Moreover, only 40% believe they possess a “somewhat good” understanding of leveraging generative AI tools for B2B marketing campaigns. 1 So, are the machines advancing faster than we can keep pace? It’s true, we can’t learn as fast, think as fast or write as fast as artificial intelligence. But it’s time to shift our perspective and realize that AI is our greatest ally, not our enemy - read on to discover how you cannot just survive – but thrive – in a post-AI apocalyptic world by doing what other humans are doing: leading with confidence, creativity and originality.   AI in action B2B marketers recognize the transformative potential of integrating artificial intelligence into business strategies, but who is actually using it? Tools like IBM Watson, a collection of AI platforms designed to comprehend large datasets to generate human-like responses, are increasingly being used across the marketing landscape. Take The North Face as an example, the company has used this tool to uncover customer personality traits, values and preferences for personalised advertising. 2 While other brands have leveraged this platform to help optimise multi-channel campaigns through AI capabilities like predictive lead... --- - Published: 2023-11-08 - Modified: 2025-03-24 - URL: https://bdb.global/insights-hub/our-three-step-approach-to-pr-campaign-reporting/ - Categories: Insight In today's competitive business landscape, mastering the art of PR is paramount to craft a distinct presence and authoritative profile. By showcasing expertise, securing share of voice and managing corporate reputation, PR and media relations (when done correctly) can tip the scale of brand visibility and thought leadership, cultivating trust among target audiences. However, is B2B PR just as good as its ability to demonstrate its impact? As usual, the answer isn’t as straightforward as we might hope. Measuring the return on investment (ROI) of PR efforts has long been a challenge for the industry. The impact of PR can’t be measured overnight and, with its outcomes often being intangible, quantifying and attributing success to specific actions can end up in inaccurate conclusions. A brief history Over the years, PR professionals have tried to capture and demonstrate PR’s impact through several metrics, with varying success - especially when these were used in isolation. Take Advertising Value Equivalency (AVE) as an example. As its name indicates, AVE assigns a monetary value to PR by measuring the size of the media coverage and calculating the advertising rate for similar space. However, it was always clear that the real impact of PR campaigns goes beyond calculating the equivalent cost of media space of the coverage received and should consider the endorsement that a credible media outlet brings. This is where WAEV (weighted advertising equivalent value) was introduced, where the cost for the ad space was multiplied by an (often arbitrary) factor. However, being... --- > Learn how to plan and execute the ultimate B2B lead generation campaign and attract truly engaged and relevant leads with our guide - Published: 2023-09-27 - Modified: 2024-10-28 - URL: https://bdb.global/insights-hub/leading-the-way-planning-and-delivering-an-impactful-b2b-lead-generation-campaign/ - Categories: Insight For a marketing team, providing good quality leads for the business development function is, arguably, one of the most powerful ways to win the commercial team’s trust and buy in. Conversely, generating a high volume of leads of low commercial value leads to a waste of time, and frustration, on both sides. This old-age challenge led to marketing teams of all sizes battling the deceitfully easy question: ‘How do I categorize and pre-qualify contact information before I pass them on? Are all leads before SQLs the same? Clearly not. In this guide, we will focus on information seeking leads (ISLs) – a portion of your target audience who is actively looking for information about a challenge they are facing – and examine both the channels and tactics that can generate them. But what’s the most efficient way to generate truly engaged leads? Which channel works best when it comes to reaching different audience categories? And, once we have the relevant contact information, how can they be nurtured into a buying customer? Chapter 1:Prioritising lead generation When it comes to budget allocation, B2B marketing leaders are increasingly ranking lead generation as their major spending priority. According to a recent global study conducted by LinkedIn and Ipsos, lead generation accounts for an average of 36% of B2B budget allocation and spending, ahead of other significant areas, such as brand building at 30% and demand generation at 20%. This data reflects the findings of a recent Gartner report demonstrating that businesses that source over 40% of their... --- - Published: 2023-08-09 - Modified: 2023-08-09 - URL: https://bdb.global/insights-hub/3-truths-behind-more-informed-quicker-decision-making-in-b2b-marketing/ - Categories: Insight If you’re a marketer in the B2B world, you’ve likely faced an increased incidence of market disruptions, heightened competition and arduous customer demands, not to mention rising pressures to keep your campaigns profitable and sustainable. Sound about right? The ever-evolving B2B marketing landscape means that informed (and quick) decision-making is increasingly critical – especially if brands want to stay flexible to maintain a competitive edge and achieve commercial success long-term.  Strategy is the foundation on which successful marketing decisions are built. But how should B2B businesses approach it? Here are our 3 top tips for making smarter and faster decisions in the dynamic B2B marketing arena – spotlighting the intrinsic value of strategy and insight. 1. Sharpen your industry focus The B2B landscape is characterised by its complexity, diverse buyer personas, intricate decision-making processes. Unlike its B2C counterpart, there are also longer sales cycles, aggressive competition and (usually) less brand recognition.   To navigate this terrain successfully, businesses must develop a comprehensive understanding of their respective industries, that goes beyond in-house knowledge and assumptions. Relevant and reliable insights – based on accurate information, data and knowledge – will help take calculated risks, create distinguished offerings and tailor marketing strategies to address specific customer needs. In fact, did you know that companies that effectively use analytics in their marketing and sales decisions are 1. 5x more likely to achieve above-average growth rates compared to their peers? 1 Our top tip? Use a third party with a 360-view of your marketplace to... --- - Published: 2023-08-04 - Modified: 2023-08-04 - URL: https://bdb.global/insights-hub/4-lessons-from-our-trip-to-ift-2023/ - Categories: News By Dr. Catherine Butcher, Executive Director - Integrated Services B2B trade events with an overt focus on scientific discovery and knowledge sharing have always presented me with a dilemma. On the one hand, my background in immunology and applied microbiology means I’m irresistibly drawn to the science; the presentations, the keynote speeches, and demonstrations – anything involving enthusiastic experts exploring the very latest ideas from their field. Equally important and fascinating to me however is the marketing side of these events. Witnessing the trends in stand design, samples and handouts is endlessly fascinating, as is the opportunity to connect with our clients, colleagues, and friends from the worlds of trade publications, food production, nutritional science and beyond. In our recent visit to IFT First, an annual conference hosted by The Institute of Food Science and Technology in Chicago, IL, USA, we were on a mission: keep our marketing ‘hats’ firmly in place to observe the current and future trends shaping the world of food science, and as much as possible resist the siren call of the ‘Taste of Science’ presentation stage. With our minds firmly in trend-spotting mode, here are the four key themes that stood out for us and our clients at the show. 1. Bigger isn't always bolder If the booths we saw at this year’s event are indicative of the future direction of stand design, ‘efficiency’ will be the word to watch moving forward. Gone are the days of the ‘mega stand’ which takes up an entire... --- - Published: 2023-06-08 - Modified: 2023-06-08 - URL: https://bdb.global/insights-hub/bdbs-top-trend-takeaways-from-vitafoods-2023/ - Categories: News Vitafoods Europe 2023 is over for another year – and what a show it was! The world’s leading nutraceutical trade event never fails to impress, showcasing the latest advancements, products, and trends shaping the industry. The BDB team returned to the 2023 show to connect with clients and, importantly, explore the latest trends in the nutraceutical space. From the rising popularity of gummies as a lifestyle-fitting format to ingredients that boost emotional and physical wellbeing, this blog dives into the trends we spotted at this year’s show and outlines the opportunities on the horizon. Gummies everywhere: meeting demand for delicious, nutritious convenience One of the first things we noticed when we stepped into the Vitafoods Europe hall was the volume of gummies. A trending nutraceutical format, gummies of all flavours and colours were on display and available for sampling – and some were tastier than others! One of the companies with the best tasting gummies (in our opinion! ) at the booth included Sirio, a leading global nutraceutical CDMO, which showcased two collagen gummies using Lonza’ UC-II® undenatured type II collagen. We also saw innovative gummy innovations at Israeli company TopGum’s booth, who created a very tasty high caffeine 'cappuccino gummy’. Catering to the growing demand for ready-to-consume, functional food formats, gummies are an ideal solution for consumers with busy, active lifestyles. The growing interest in gummies, among other accessible formats such as shots and gels, signifies huge opportunity for brand owners and manufacturers to innovate and develop on-the-go, ultra... --- - Published: 2023-06-06 - Modified: 2023-06-06 - URL: https://bdb.global/insights-hub/sustainability-marketing-campaigns/ - Categories: News As sustainability moves up the agenda for many B2B organisations, more businesses are leveraging media platforms to promote social and climate-conscious sustainability initiatives. A well-executed sustainability campaign can easily shift the balance towards positive brand perception and as marketeers we have a unique responsibility to tell our story in an honest, relatable and authentic way. Revealing too much or pushing an agenda too hard can be counter-productive and induce a feeling of scepticism. The importance of striking the right balance between commercial objectives and ethical responsibility cannot be emphasised enough.  Both elements need to be addressed adequately, despite this being an incredibly difficult task. Rare as they may be, good sustainability campaigns exist, and we have hand-picked three that caught our attention for their ability to inspire and create a connection with their audience. Edge, Net Zero, Plus One Amsterdam With almost 40% of global carbon emissions originating from building and construction, the built environment is ripe for a sustainable revolution. Edge, a leading infrastructure and climate pioneer, are pushing boundaries, exploring new technology and innovating with new materials as they aim to create better, healthier and more sustainable buildings. https://vimeo. com/731707859 The idea that net-zero is a promise for today – not tomorrow - resonates throughout Edge’s video. They’re not asking people to make a change, but instead they position themselves as an inspiring leader who is leading with tangible action. Visually, it is diverse in style and full of energy. The video incorporates a friendly, humanised tone of... --- - Published: 2023-04-04 - Modified: 2023-04-04 - URL: https://bdb.global/insights-hub/personal-care-and-the-planet-what-can-b2b-brands-do-to-do-better/ - Categories: News It’s no secret that consumers have greater expectations for the environmental and ethical credentials of their purchases. In fact, over 50% of consumers are willing to reject unsustainable brands and pay more for sustainable products. Despite this, there remains some reluctance among beauty and personal care brands to embrace ‘meaningful and effective greener strategies’ that go beyond launching greener product ranges to target climate challenges at the supply chain level. B2B personal care brands have an important role to play in driving sustainable action and delivering tangible change across their supply chains for a better tomorrow. But like any business, personal care brands are first and foremost concerned with the profitability of operations, which isn’t always synonymous with sustainable practices. High level stakeholders often have little incentive to make impactful changes, leaving marketers with the thankless task of singing the praises of relatively minor sustainability improvements, treading the dangerous line of greenwashing, a tactic which can make brands famous for all the wrong reasons.   In the absence of industry-wide sustainability standards, heavyweights such as L’Oréal, Unilever, Henkel and Natura&Co are defining sustainable supply chain standards for themselves, and asking their suppliers for increasingly strict sustainability credentials. So, how can B2B personal care marketers align and anticipate the requirements of brands to help them communicate sustainability initiatives to a sceptical consumer audience?   Be transparent  In a marketplace clouded by false promises, over a third of people don’t trust companies to be honest about their environmental impact. While sustainability matters,... --- - Published: 2023-03-28 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/creator-curator-or-champion-of-ideas-what-makes-a-thought-leader/ - Categories: Insight Thought leaders. B2B marketers are obsessed with them. Some business leaders want to be them. Customers want to know them. But who – or what – are they?   Thought leadership is a powerful medium to build authority and trust, which in turn influences B2B decision-making and helps drive sales. The most prolific thought leaders typically wield a combination of unconventional thinking, strong opinions, authenticity, influence and a drive to challenge the status quo. But despite these commonalities, there are some important distinctions to be made between different types of thought leader. Let’s take a closer look at what defines thought leadership, how to identify the distinctive types of thought leaders and perhaps most importantly, the role they can play in influencing the B2B buyer journey. What sets thought leaders apart? Picture a thought leader. Perhaps it’s someone you follow on social media or religiously listen to their podcast. What is it that makes them stand out? For many, it’s their ability to create and communicate authentic, original ideas that are founded in insight to solve a problem or redefine a new way of doing things. The other defining feature that’s almost guaranteed to attract a loyal following, is the ability to codify expertise into tools, processes and frameworks that inspire others to learn and apply these to achieve their own success. If you’re looking to harness the power of thought leadership in your B2B marketing strategy, it’s important to get the distinction right between the different types of thought... --- - Published: 2023-02-21 - Modified: 2023-02-21 - URL: https://bdb.global/insights-hub/adapting-b2b-thought-leadership-to-the-evolving-digital-landscape/ - Categories: News Is Artificial Intelligence (AI) the next type of thought leader? If it speaks intelligently, writes intelligently, and looks like an intelligent being, is it intelligent? We’re not just referencing a classic science fiction or philosophy trope here. With AI sweeping across the far reaches of our daily existence, it’s easy to forget that something that behaves like an intelligence (perhaps Siri or Alexa comes to mind here) doesn’t necessarily exhibit genuine intelligence. 1,2 With new tools like ChatGPT gaining ground, many have turned to this fascinating interactive AI language model (its impressive abilities range from challenging flawed premises to acknowledging its mistakes) to generate content. 3 But all these tools can do is receive and process informational inputs to generate intelligent sounding (and sometimes hilarious) content. 4 Even though such material may sound like it was written by a person, AI-generated content is inevitably neither ground-breaking nor genuinely insightful because it lacks a foundation of genuine thought processes and sentiments. Apart from serving as an excellent tool for inspiration, overcoming creative blocks and rewording copy, AI as we know it is incapable of generating original thought – the very essence of thought leadership. For B2B brands and marketers seeking to deliver exceptional thought leadership, it’s especially important to stand out from the crowd of superficial content with truly impactful ideas. And in this fast-changing digital age, it’s not just AI tools that are transforming how we reach our audiences. Move over, social media Decentralisation is another key digital trend that’s... --- - Published: 2023-02-17 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/the-role-of-thought-leadership-in-the-b2b-buyer-journey/ - Categories: Insight As we head into 2023 facing yet more economic uncertainty, the brands who are delivering value and demonstrating impact are the ones who will capture the hearts, minds (and budgets) of their customers. The Edelman 2022 Thought Leadership Report found that 61% of decision-makers say that an organisation’s thought leadership can be moderately or a lot more effective at demonstrating the potential value of its products/services compared to traditional product-oriented marketing. So if problem solving is at the heart of B2B marketing, thought leadership is the lifeblood of a brand’s ability to successfully influence the B2B buyer journey. When executed successfully, thought leadership can provide a platform for your customers to get to know, like and trust your people and your business. But whether you are aiming to inform or inspire depends on where your target audiences are at in the B2B buyer journey. Here, we explore the role thought leadership can play from awareness to action, to build trust and demonstrate value that ultimately converts prospects into customers. --- - Published: 2023-02-08 - Modified: 2023-02-08 - URL: https://bdb.global/insights-hub/is-thought-leadership-content-and-pr-a-winning-combination/ - Categories: Insight Imagine if you could share your industry expertise and subject know-how in an authentic and genuine way that truly creates value, builds knowledge and positions you as an expert in your field. With an effective thought leadership content strategy – you can do just that. Thought leadership content and PR: more similar than you think  A 2022 survey undertaken by Semrush discovered that more than 64% of businesses currently include thought leadership in their content marketing plans with an additional 29. 5% planning to include it in 2023. This implies that there is a real desire from an increasing number of businesses to leverage their position in a particular industry or niche. And our clients are no exception. Over the past 12 months, almost every brief we have received has specified thought leadership as a goal. Inspirational and knowledge-driven by nature, thought leadership can be amplified in various formats including articles, videos, webinars and whitepapers to name a few. Interestingly however, across our own B2B clientele, thought leadership is most often an element of PR briefs as increasingly, clients seem to believe, or maybe hope, that PR can make them a thought leader. PR and thought leadership are more closely aligned than you may think: They both prove you have a significant level of expertise in something They aim to convince your audience that you are a leading expert on a subject PR and thought leadership both require dedication, time and patience as well as a high level of knowledge... --- - Published: 2023-02-01 - Modified: 2025-04-08 - URL: https://bdb.global/insights-hub/3d-video-technologies-defining-a-new-era-in-b2b-marketing/ - Categories: News The B2B marketing landscape is saturated with content revolving around complex concepts and products involving a significant degree of technical detail. But audiences today aren’t just looking for brilliant products and ideas, and they certainly don’t want to be bored, confused or even frustrated by a barrage of intricate technicalities. B2B audiences today seek enjoyable and rewarding brand experiences that let them explore products and services in novel and interesting ways. To stand out from the sea of cookie-cutter B2B content, it’s critical for brands to step up their game with marketing tactics that are as ground-breaking as the innovative products and solutions they offer.   In an era of burgeoning marketing technologies, we have the opportunity to leverage a wide range of increasingly sophisticated tools and platforms to meet specific communications needs. Across the B2B marketing landscape, we’re exploring creative and innovative ways to elevate the customer experience and bring the overall brand experience to life. Innovative creative tools incorporating 3D technologies are gaining traction as effective ways to make complicated B2B subject matters accessible, tangible and even entertaining.   Just as 3D technologies have redefined the cinematic experience and set a new standard for storytelling, they are fast becoming the new standard in the B2B world. No longer the exclusive realm of Hollywood studios or exorbitant marketing campaigns, 3D tools are easily scalable to your requirements. From introducing accessible and interesting 3D renderings of your products in explainer videos to creating complex, immersive and interactive 3D augmented reality... --- - Published: 2023-01-20 - Modified: 2023-01-20 - URL: https://bdb.global/insights-hub/can-3d-video-transform-customer-engagement-strategies/ - Categories: News As a form of content that is constantly evolving, video marketing is rapidly becoming a key element in B2B strategies and campaign planning across the marketing mix, and a high performing one in most campaigns. With 59% of B2B decision makers indicating that insufficient visualisation tools are a real challenge within their marketing function, the need for a stronger, more process-driven 3D video strategy is key to successful video marketing. 1  Telling a great story is one of the fastest ways to intrigue, inform and influence an audience, regardless of demographic or intention. With people proven to engage with 3D imagery almost 50% more compared to 2D, why are you still debating whether to invest in it? 2 Integrating 3D video into your marketing and communications strategy is an incredibly effective way to enhance your customer experience at every stage of the buying cycle. 3  Despite some B2B target audiences not necessarily being tech-savvy themselves, they can still enjoy and engage with video. Naturally, the B2B leaders that you are targeting will also be B2C consumers and are therefore likely to have already been exposed to the advances of video in B2C marketing. With so many of their expectations being based on the B2C narrative, bringing similar marketing campaign ideas into the B2B world will likely meet their expectations of successful brands.   Cut through the noise in today’s digital world  Over the past decade, many B2B businesses have refreshed more traditional forms of product information such as brochures and... --- - Published: 2022-12-14 - Modified: 2022-12-14 - URL: https://bdb.global/insights-hub/are-you-ready-for-google-analytics-4/ - Categories: News Google Analytics 4 (GA4) will be here sooner than you think and if you haven’t already, it’s important that you start to prepare for the transition now. Hear from Lee Noble, Head of Digital at BDB, as he addresses some of the most commonly asked questions we hear from our clients and outlines his top tips to prepare for the upcoming shift to Google Analytics 4.   What is Google Analytics 4?   GA4 is a complete redesign of the existing Google Analytics platform developed to be more intuitive and user-friendly whilst also including new features and capabilities that were not available in previous versions. With improved data collection and processing, a new data model with better support for cross-device measurement, an improved user interface, better analysis and reporting tools and enhanced support for BigQuery integration, GA4 looks set to transform the future of analytics. What are the benefits of GA4?   For B2B marketers, the move to GA4 brings a whole host of benefits. Not only will you be able to track conversions more accurately, you will also have the ability to better understand customer behaviour, gaining greater insights into what marketing campaigns are performing most effectively. Thanks to the granular data that GA4 provides, you can easily segment your customers to better understand what marketing activity is driving the biggest impact and with who. Why getting ahead is crucial  In an ideal world, you would have transitioned to Google Analytics 4 in July of 2022 to ensure that once... --- - Published: 2022-12-01 - Modified: 2022-12-01 - URL: https://bdb.global/insights-hub/b2b-impact-taking-b2b-creative-visualisation-to-the-next-level/ - Categories: News There’s so much more that can be done to make complex – yet ultimately relatable – topics, products and processes more intriguing to our audiences. How can you describe a technical process, tell a compelling story, highlight its benefits and explain the need-to-know details without sending people to sleep? From pop-up brochures to full CGI virtual environments, visually creative methods can help businesses captivate customers, reveal new perspectives and provide a competitive edge that’s second to none. Hear from Paul, our CGI expert as he highlights what it takes to really bring B2B creativity to life. https://youtu. be/lx_-4QzujXI --- - Published: 2022-11-01 - Modified: 2022-11-01 - URL: https://bdb.global/insights-hub/careers-at-bdb-sara-houghton/ - Categories: News How can a degree in languages support you in kickstarting a career in marketing, communications and PR? Hear from Sara, one of our lovely Senior Account Managers as she talks about her career path post-university and how she ended up at BDB. Fancy a career with us? Take a look at our current opportunities here: https://lnkd. in/eY95nJjD https://www. youtube. com/watch? v=N2E9PExmRQU --- - Published: 2022-10-26 - Modified: 2022-10-26 - URL: https://bdb.global/insights-hub/careers-at-bdb-rebecca-spence/ - Categories: News What does it mean to be part of the Client Services team at a busy B2B marketing and communciations agency? Hear from our Senior Account Manager, Rebecca, as she explains how she went from being an English teacher in Japan to working in our Client Services team.   Give Rebecca's careers video a watch to learn more about her journey! Interested in the opportunities we have available at BDB? Check out our live vacancies here: https://weareb2b. com/life-at-bdb/ https://www. youtube. com/watch? v=pXR1QjgTwfg --- - Published: 2022-10-10 - Modified: 2022-10-10 - URL: https://bdb.global/insights-hub/careers-at-bdb-oliver-brewood/ - Categories: News As part of our #CareersatBDB series, we wanted to introduce you to Oli, our Executive Director of Operations at BDB. From having an interest and passion in all things digital from a young age to developing his role and responsibilities throughout his time at BDB, Oli's career path has been quite unique! Give Oil's Careers video a watch to learn more about his journey! Interested in a career at BDB? Explore our live vacancies here: https://weareb2b. com/life-at-bdb/ https://youtu. be/kXVTMHlOrQM --- - Published: 2022-09-28 - Modified: 2022-09-28 - URL: https://bdb.global/insights-hub/do-b2b-brands-need-to-be-on-tiktok/ - Categories: News First things first: What is TikTok?   TikTok is a social media platform for short-form video content, somewhat reminiscent of the now-defunct Vine that you may remember from 2012. It allows users to create and share short videos on any topic, offering a wide selection of sounds and song snippets along with the option to add special effects and filters. Simply put, TikTok has made it possible for anyone to become a creator. As one of the fastest-growing social media platforms with 1 billion monthly active users spending more than 850 minutes per month on the app, it’s easier than ever to reach millions of people at the touch of a button. 1 But what does it take to make them sit up and pay attention, especially in the B2B marketplace? From Adobe to Grammarly and Sage Accounting to Microsoft, these leading B2B brands are proving that it’s possible to crack the code of TikTok for business. With a bold, creative and individual approach to content creation, these B2B brands have collated a sizeable TikTok following, expanded their reach, driven brand awareness and opened up their business to new opportunities. So, should you be considering TikTok for your B2B business? We’ve highlighted five key questions to ask yourself before using the platform to promote your B2B brand.   Does your target audience use TikTok? This sounds like an obvious question, but marketers feel the pressure to ‘be everywhere’. We often see brands diving in before they’ve considered if they’re reaching... --- - Published: 2022-09-24 - Modified: 2022-09-24 - URL: https://bdb.global/insights-hub/b2b-impact-b2b-marketing-in-a-recession/ - Categories: News What does the looming recession mean for B2B marketers? Changes within the economy at large haven’t stopped and with talks of a looming recession, businesses are needing to pivot, yet again. With less leeway for extra costs, businesses need to be creative when spending marketing budgets, using their allocated spends more efficiently, fixing gaps in pipeline/demand generation, and building a closer alignment with sales. Find out what Matt and Oli have to say on this... https://www. youtube. com/watch? v=vxe3h7t-hpM --- - Published: 2022-09-23 - Modified: 2022-09-23 - URL: https://bdb.global/insights-hub/careers-at-bdb-nicola-aldren/ - Categories: News As part of our #CareersatBDB series, we wanted to introduce you to Nic, one of our Senior Account Directors at BDB. After completing a degree in Zoology and a postgraduate degree in Molecular Cell Biology, Nic delved into the world of PR and marketing. This video highlights that no matter what your educational background, there are plenty of opportunities to kickstart your career at a marketing and communications agency and no two paths are the same! Explore our live vacancies here: https://weareb2b. com/life-at-bdb/ https://www. youtube. com/watch? v=LOP4nrLVlAE --- - Published: 2022-09-07 - Modified: 2022-09-07 - URL: https://bdb.global/insights-hub/how-to-kickstart-your-career-at-a-marketing-and-communications-agency/ - Categories: News The early autumn period usually beckons an influx of thoughts, worry and anxiety for many school leavers and soon-to-be university graduates thinking about their futures after education. We believe that this period of life should not be one of anxiety but one of opportunity and excitement at the prospect of what’s coming next. Studies show that the time it takes for education-leavers to secure a job varies anywhere between three to 18 months, so make sure that you go at a pace that suits you and don’t be disheartened if you aren’t successful at that first interview, finding the perfect job is a marathon not a sprint. Getting some experience in the sector you would like to specialise in through opportunities such as internships, volunteer or work experience will really help you to stand out from the competition, however this not a necessity and a hard working attitude and go-getter approach will never go unnoticed. With good preparation and a proactive approach, you really can make the world of work your oyster.   Why the marketing and communications industry could be for you If you’re looking for a role that keeps you on your toes, is fast-paced and comes packed with a variety of work, responsibilities and opportunities, the marketing and communications industry could be for you. A key character trait of anyone looking to break into the industry is the ability to be adaptable as the world of marketing, technology and communications is constantly evolving and developing at a... --- - Published: 2022-08-31 - Modified: 2022-08-31 - URL: https://bdb.global/insights-hub/b2b-mpact-does-tiktok-have-a-place-in-b2b-marketing/ - Categories: News With 1 billion active monthly users worldwide and a top spot on the Google and Apple app stores since 2021, TikTok is disrupting the world of social media. But where does TikTok belong in B2B marketing? On our latest podcast episode, Matt and Oli discuss all things TikTok and whether you should be targeting your B2B audience on the world’s most popular channel. https://www. youtube. com/watch? v=hH-qlQVbPAY What's your experience with TikTok in B2B? Get in touch with us on marketing@bdb. co. uk, we'd would love to hear your views. --- - Published: 2022-08-19 - Modified: 2025-04-08 - URL: https://bdb.global/insights-hub/co-creating-impactful-business-strategies/ - Categories: News Whatever our clients are looking to achieve – whether that’s growing their market share, launching a new product or expanding their business into new territories – there’s one thing that they need to succeed... they need to make an impact! Because each business is unique, there’s no magic formula when it comes to the strategies and campaigns that will help achieve key business goals and stand out from the competition. That’s why at BDB, we’ve made it our mission to keep challenging the status quo and deliver innovative, lasting impact for our clients across the B2B community. Our commitment to deliver impact is at the core of BDB’s DNA, and it doesn’t stop at the work we do for our clients. We believe that making an impact starts with the personal and professional development of each member of the BDB team – and this is critical to our own success as well as that of our clients’. As a 100% employee-owned business (find out more about that here), we aim to create a more transparent, honest and fair workplace with an egalitarian organisational structure. Being part of an employee-owned business not only offers the financial benefit of having a joint share in business profits, but also the opportunity to have an equal voice in determining the future of the company. Our inaugural Impact Day took place on National Employee Ownership Day (24th June) providing the perfect opportunity to celebrate our employees’ unique perspectives and experiences while getting everyone together to... --- - Published: 2022-08-10 - Modified: 2022-08-10 - URL: https://bdb.global/insights-hub/the-great-re-engagement-how-to-put-people-back-at-the-heart-of-your-business/ - Categories: Insight The struggle to attract and retain talent has been keenly felt in the B2B marketplace over the last couple of years. In the wake of the ‘Great Resignation’ business leaders are faced with a growing skills gap alongside a need to create a workplace that meets the expectations of today’s talent pool - from financial rewards to supporting hybrid working. However, there is hope beyond the current talent crisis. We’re entering a new era within the world of work which has been coined ‘the Great Re-engagement’ – an opportunity for businesses to refocus and create an employee experience that puts people at the heart of the employee experience.   What caused the Great Resignation? As a result of months spent indoors due to the pandemic, people have had more time on their hands to consider their future, what they want from a career and what they expect from an employer. The true colours of many companies and their management shone through during the early months of the pandemic leaving many to consider a different future. In fact, according to research done by the CIPD and the University of Birmingham, 6. 5 million Brits plan to quit their jobs in the next year in search of a new opportunity. What people are looking for has changed... Flexibility in the workplace no longer just means finishing early on a Friday or group yoga on a Monday morning. It’s a whole movement towards a way of working that balances the needs of individuals... --- - Published: 2022-07-21 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/what-is-blockchain-and-how-does-it-work-a-beginners-guide/ - Categories: News In the past few years, blockchain has become one of the most talked-about technologies in the world. But what is blockchain, and how does it work? This blog will answer those questions and more! We'll explain blockchain technology and how it works, provide examples of real-world applications, and explore some of the potential implications of this revolutionary technology. What is Blockchain? Blockchain is a distributed database that allows for secure, transparent, and tamper-proof transactions. It was first developed as the underlying technology behind Bitcoin, but it has since been adapted for many other uses. Blockchain can be used to track any type of transaction, from financial transactions to voting records to property transfers. How does Blockchain work? Blockchain works by creating a permanent, public record of all transactions that take place on the network. This record is known as the blockchain, and it's maintained by a group of computers called nodes. When a new transaction occurs, it's added to the end of the blockchain and verified by the nodes in the network. Once it's verified, the transaction cannot be reversed or altered. What are some of the benefits of Blockchain? There are many benefits to blockchain technology, including: Security: Blockchain is a secure way to track transactions, and it's difficult to tamper with the blockchain record. Transparency: All transactions on the blockchain are public and can be viewed by anyone. Efficiency: Transactions on the blockchain are fast and efficient. Cost savings: By eliminating the need for third-party intermediaries, blockchain can... --- - Published: 2022-07-19 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/b2b-mpact-talent-wars-in-the-post-pandemic-employment-market/ - Categories: News This week on the B2B ! MPACT podcast, Matt and Oli discuss the Great Resignation, a recent phenomenon of employees worldwide voluntarily quitting their jobs en masse and the fight for talent that followed. https://www. youtube. com/watch? v=KNto9LRkgxs Got something to say about the Great Resignation? Get in touch with us on marketing@bdb. co. uk, we'd would love to hear your views. --- - Published: 2020-08-03 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/pushing-the-boundaries-with-the-latest-digital-trends/ - Categories: Insight The digital world never stays still for long; being online today means you have to continually prove your worth – the landscape is more competitive than ever before. The way in which we interact has fundamentally changed, pushing technology further up the agenda and placing more emphasis than ever on our digital ‘shop window’: the website. So, with over 2 billion websites across the world, how can B2B marketers maintain an edge and set their sites apart from the rest? (more... ) --- - Published: 2020-08-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/putting-the-user-first-why-ux-matters-in-b2b/ - Categories: News Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are no different. However, 77% of B2B buyers said the last purchase they made was complex or difficult. What makes their journey different – and arguably more complex – is how they get there. With multiple stakeholders and tight budgets, B2B buyers have a longer and more complex experience than the average B2C buyer. So how can we keep them interested and ultimately, encourage them to buy? A website designed with UX in mind is key. (more... ) --- - Published: 2020-07-03 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/adapt-and-thrive-reclaiming-the-power-to-learn-in-a-time-of-crisis/ - Categories: Insight Overnight, marketers and brands alike across the globe were forced to change the way they work in response to the COVID-19 pandemic. The need to adapt was instantly apparent and working remotely quickly became ‘the new norm’. To combat both the crisis and the already fast paced B2B landscape we inhabit, today’s leaders are being challenged with providing answers on how best to upskill their workforce to ensure that any business model put in place now will remain effective in a post-pandemic world. (more... ) --- - Published: 2020-07-02 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/is-your-marketing-team-agile-enough/ - Categories: Insight We can probably all agree that 2020 has so far been a monumental year. The B2B marketing world is no stranger to change, but the recent COVID-19 crisis has forced companies to adapt their business models quickly and effectively to survive in a turbulent environment. As the dust settles and we look back, where do these changes leave B2B marketing teams? There has been plenty of hype about agile marketing in recent years - could this approach help teams as we navigate the ‘new normal’? Here, we examine the benefits of implementing agile marketing and whether this is a viable option for your team moving forward. --- - Published: 2020-06-03 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/staying-top-of-mind-with-technology/ - Categories: News The digital world has changed the way we as B2B marketers communicate with prospects and customers. We’ve adapted our practices to measure every possible metric and meet the ever-increasing expectations of buyers at every channel and at every level of the sales funnel. But the COVID-19 pandemic has meant that we are now even more reliant on a solid digital strategy. (more... ) --- - Published: 2020-06-02 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/brand-visibility-in-times-of-uncertainty/ - Categories: News Maintaining a consistent brand equity has always been a priority for businesses, but never more so than now. For years, B2B marketing professionals have built up the value of their brand: boosting overall brand awareness and encouraging brand loyalty. But in just a few months a lot has changed, and brand marketers are navigating a new, unknown landscape. --- - Published: 2020-05-06 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/royal-seal-of-approval-bdb-wins-queens-award-for-enterprise/ - Categories: News BDB has received a 2020 Queen’s Award for Enterprise: International Trade - the most prestigious accolade for UK businesses. Awarded on recommendation of the Prime Minister, before being approved by Her Majesty The Queen, the Queen’s Award acknowledges companies that excel at international trade, innovation or sustainable development. “We’re incredibly humbled and proud to win such a coveted award – it’s a tremendous achievement for everyone at BDB,” said Matt Smith, CEO at BDB. “It’s been a real team effort and it’s thanks to the hard work of each and every person here that we were able to secure this award. At BDB, we pride ourselves on our work ethic, the results we drive for global businesses, and our international outlook. We are truly honoured to receive recognition of our efforts. We would also like to sincerely thank our clients for their faith in BDB - we’re excited to continue working collaboratively to drive excellent business results and harness new opportunities together. ” The international trade award is based on a business’ financial performance, growth and the export of services from the UK to international markets. For more information, click here. --- - Published: 2020-05-03 - Modified: 2024-10-03 - URL: https://bdb.global/insights-hub/adapting-to-survive-and-thrive/ - Categories: News The pivot. A familiar term for many businesses as we navigate our way through the unprecedented waters of COVID-19. Changing tact, direction or embracing change has become, for many, crucial for staying afloat in these uncertain times. In the majority of cases, this doesn’t mean scrapping everything and starting again, quite the opposite in fact. It’s more about exploring what’s possible and how existing processes can be adapted to suit the current environment. (more... ) --- - Published: 2020-05-01 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/navigating-the-new-normal-2/ - Categories: News The world has changed. Regardless of your industry or geographical location, the COVID-19 pandemic has disrupted everyone in some way – forcing us to work from home and juggle both personal and work lives, while driving businesses to suddenly embrace different ways of working. But from challenges also come opportunities and learning. That’s why, in our latest insight issue , we’re taking a look at the current B2B landscape and our own experiences as a business and offering our thoughts on how we, as marketers, can adapt to the new normal. In it, we cover: Tackling change Addressing workplace challenges Developing a strategy during uncertainty How you can adapt your marketing plans --- - Published: 2020-03-07 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/out-of-ideas-get-those-creative-juices-flowing/ - Categories: News “Leave it to the creatives” - something we have all heard and learned to respect in the world of marketing, especially in B2B. We accept, unflinchingly, that only a select few of us can come up with new, inspiring ideas. But this is a misconception that shouldn’t be overlooked; we are all creative - it’s in our DNA. In this issue, we explore how we can actively sow the seeds of creativity over time. By observing the world around us and continuously expanding our knowledge, we can train our minds to think outside the box and reformulate the old into something new. In this issue, we cover: The biology of idea generation 5 steps to creating brilliant ideas The importance of creativity in B2B Categorising your thoughts Sorting the good ideas from the bad Download your copy of The Ideas Issue More about ideas Is there such a thing as a bad idea? Be prepared to fail, and fail again --- - Published: 2020-03-03 - Modified: 2020-03-03 - URL: https://bdb.global/insights-hub/be-prepared-to-fail-and-fail-again/ - Categories: News Ideas generation in the marketing minefield Failure is something we all want to avoid at all costs, both from a personal and a business standpoint. But, if looked at from a different perspective, failure can be a learning exercise. Because, really, how can you learn without making mistakes? When it comes to ideas generation, learning how to fail successfully and accepting it as just another part of the process could, over time, lead to greater wins. (more... ) --- - Published: 2020-03-02 - Modified: 2020-03-02 - URL: https://bdb.global/insights-hub/is-there-such-a-thing-as-a-bad-idea/ - Categories: News Everyone’s heard of the phrase ‘there’s no such thing as a bad idea’. Tunnel vision, a fear of hurting feelings, laziness or a lack of objectivity – these are just a few of the reasons why there have been plenty of false starts in the idea generation process. In reality, there are bad ideas. Probably more bad ones than good. Ideas that aren’t goal-orientated, that don’t meet the brief, or answer the audience’s questions, desires and demands. But how can we turn this seemingly negative truth on its head? Can bad ideas contribute to the creative process? (more... ) --- - Published: 2020-02-03 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/stacking-the-odds-what-are-the-latest-b2b-martech-trends/ - Categories: News Martech or ‘marketing technology’ is all about taking a strategic approach to marketing that positions technology as a core driver for growth. By underpinning every stage of today’s complex buyer journey with evolving technology, martech can make B2B campaigns more fluid, agile and profitable, and help marketers navigate their way across the sales cycle more intuitively. Here, we share three top martech trends you should know about in 2020: (more... ) --- - Published: 2020-02-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/3-martech-myths-debunked/ - Categories: News It’s difficult to ignore Martech in today’s technology-driven marketing landscape, but that hasn’t stopped many marketers from burying their heads in the sand for fear of the new and unknown. And with more than 7,000 tools and software programs currently available to choose from, it’s fair to say that Martech can make even the most seasoned marketer feel a bit overwhelmed. (more... ) --- - Published: 2020-02-01 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/martech-made-simple-create-the-ultimate-stack-2/ - Categories: News While often misunderstood as rather mysterious and complicated, Martech is in reality just a simple marriage of marketing and technology. And most B2B marketers are already employing it to a certain extent, they might just not know it yet. In our guide to Martech, we explain how positioning technology as a core driver for growth, creating a strategic technology framework and creating the perfect ‘stack’ can support the successful planning, execution and evaluation of marketing campaigns. In this issue, we cover: A simpler take on Martech Types of tools at your disposal 8 tips for building the perfect stack The bigger picture Download --- - Published: 2020-01-05 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/future-proofing-five-content-platforms-b2b-is-ready-for-in-2020/ - Categories: News New year, same old platforms. Sound familiar? It’s no secret that people digest content in different ways – so why do B2B companies keep using the same channels to promote content over and over again? (more... ) --- - Published: 2020-01-04 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/a-good-influence-how-to-leverage-b2b-content-with-influencer-marketing/ - Categories: News In some B2B spaces, where old-school approaches linger, there are a lot of misconceptions around influencer marketing. The phrase conjures a vision of a glamorous celebrity languidly waving a shiny new toy towards their phone camera and earning the average annual salary for it. In reality, influencer marketing is less about glamour and more about offering authentic value, empowering buyers to make better-informed purchases that align with both their personal and brand values. (more... ) --- - Published: 2020-01-03 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/social-media-best-practice-5-crucial-content-tips/ - Categories: News Getting it right on social media is more important than ever before. The instant nature of communication and response leaves businesses with few places to hide. A business’ social channels are often the first point of call for customers, who are looking for a quick and easily digestible way to learn about the company. So, as we get closer to a new decade of exciting social media developments, let’s look at a few ways you can strengthen your social content offering in 2020. (more... ) --- - Published: 2020-01-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/tooled-up-martech-for-your-content-marketing-kit/ - Categories: News With the abundance of customer data now available to marketers, it’s no surprise that there’s been an explosion of marketing technology tools and software to help manage and analyse. By using the right tools, you can improve your content marketing strategy tenfold, be more efficient, streamlined and keep up with the pace of the market. (more... ) --- - Published: 2019-12-05 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/no-more-smoke-and-mirrors-why-data-transparency-benefits-your-customers-and-you/ - Categories: News We’ve established that data is good news for your business, but it can bring its own set of challenges. With recent high-profile data breaches, customers are understandably more on edge. As B2B brands start to recognise the benefits of data-driven marketing, transparency has become crucial to ensuring both the company and its customers remain happy. (more... ) --- - Published: 2019-12-04 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/data-trends-set-to-make-an-impact-in-2020/ - Categories: News Yes, it’s that time already – we’re nearly at the end of 2019 and ready to chat about trends for next year. So, what’s in store for data-driven marketing in 2020? Here’s five key areas which we expect will see increased interest and growth next year. (more... ) --- - Published: 2019-12-03 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/could-you-be-your-own-data-scientist/ - Categories: News What’s your way with numbers? We’re living in the era of data-driven marketing. Data fuels our daily marketing activities, powers our achievements and drives our innovations. It’s clear to anyone in the B2B space right now that data is here to stay, and that data is a specialised skill. It’s not enough to gather numbers; the real work lies in selecting the right numbers, analysing them with insight and proposing useful solutions. (more... ) --- - Published: 2019-12-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/whos-your-ideal-buyer-data-has-the-answer/ - Categories: News In a world of information overload, it’s more important than ever to be clever with the abundance of data we have at our fingertips. This is especially true if you’re devising or refreshing your content marketing strategy. If you don’t know who you’re talking to and what they’re looking for then really, what’s the point? Your message and sales aspirations are guaranteed to fall short of the mark. (more... ) --- - Published: 2019-12-01 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/data-driven-marketing/ - Categories: News What does data mean for your business? The exponential growth of data-driven marketing in the B2B space has been powered by customer preferences for more personalised, tailored experiences, which can only be delivered through the use of targeted data. At the same time, new tools and technologies have arrived on the scene - making it much easier to not only gather data, but also, crucially, to analyse and draw meaningful conclusions from it. Now is the time for businesses to pool relevant data in preparation for advanced data-driven campaigns later down the line. It’s also time to assemble a team of data-driven marketing experts. Whether that means investing in training or recruiting, it’s no longer a ‘nice to have’ resource.  We’re at a critical point, here: B2B marketers that miss the data train today will surely regret being left behind tomorrow.   We’ve created a brand-new guide to help B2B marketers get on track: Building a meaningful customer profile Context is everything Putting together a game plan Data is the future --- - Published: 2019-11-05 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/how-does-brand-responsibility-affect-your-business/ - Categories: News A consistent corporate social responsibility (CSR) strategy is at the heart of every successful business. As consumers, we trust brands that act responsibly, which influences buying behaviour. But it is often unclear which companies are responsible, and which just say they are. So how can B2B brands ensure they are noticed for the right reasons? By making sure their CSR policy and commitment to ‘social change’ runs through every level of their operations. (more... ) --- - Published: 2019-11-04 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/a-sceptical-society-how-can-b2b-brands-gain-the-trust-of-their-audience/ - Categories: News A survey published by Deloitte this year found that, out of more than 13,000 millennials across 42 countries, just 55% believe that businesses have a positive impact on society. Furthermore, 76% agreed with Deloitte’s conclusion that there is a ‘growing view that businesses focus on their own agendas rather than considering wider society’. In the same vein, another survey published this year discovered that Generation Z is more likely to trust that large companies are operating in society's best interests only when the companies show it by their actions. (more... ) --- - Published: 2019-11-03 - Modified: 2025-06-06 - URL: https://bdb.global/insights-hub/is-purpose-the-new-brand-currency/ - Categories: News It’s no secret that creating a connection with customers can enhance the B2B buying experience; ultimately leading to engaged buyers and increased sales for your business. The right consumer insights can set apart a marketing campaign and raise the bar. Now, brands are going even further to win us over, by weaving these insights into their daily operations and overall purpose.   (more... ) --- - Published: 2019-11-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/why-b2b-brands-must-deliver-on-their-promises/ - Categories: News It’s no longer acceptable for brands to communicate their values and intentions but never deliver. Modern buyers have wised up to what’s ‘fake’ and what’s not – and are beginning to hold brands accountable. To re-establish trust with customers, companies need to ensure they always remain authentic. While brand authenticity is not a new concept, the changing tides of public opinion mean it’s more important than ever. There is no space for half-heartedness in today’s world; it’s crucial that brands start as they mean to go on – by communicating their genuine intentions and actions – and stay true to what they say. (more... ) --- - Published: 2019-10-05 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/how-can-experiential-marketing-deliver-real-world-roi/ - Categories: News According to new research, 67% of B2B marketers expect their experiential marketing budgets to increase before the end of 2020, with a projected budget growth of around 24%. What’s driving this growing investment? Well, three-quarters of B2B marketers think experiential marketing was their most successful tactic in the last year. Clearly, experiential is working. (more... ) --- - Published: 2019-10-04 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/experiential-marketing-done-right-3-ideas-to-inspire-you/ - Categories: News Trade shows may be a tried-and-true B2B faithful, but trade show marketing has morphed into an entirely new creation. Welcome to the world of experiential marketing, where the exhibition floor is a stage and every brand is a player, looking to captivating their audience with ever-more unique and memorable interactions. (more... ) --- - Published: 2019-10-03 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/showtime-how-can-you-stand-out-from-the-crowd-at-trade-shows/ - Categories: News When done right, trade shows can be a great source of leads, revenue and brand awareness for B2B businesses. It’s a fantastic opportunity for salespeople to meet their clients and target audience face-to-face and, with 81% of trade show attendees having buying authority and 92% actively looking for new products, it’s a channel that is hard to beat. (more... ) --- - Published: 2019-10-02 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/creating-experiential-exhibitions-for-the-modern-world/ - Categories: News Exhibitions have been a long-standing fixture in the B2B world, but is there still a place for them in the modern world? As the next generation of B2B buyers comes to the fore, brands will need to make sure that they are creating content that resonates with them, on channels that they use, in a language that they engage with – all on the trade show floor. (more... ) --- - Published: 2019-09-13 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/making-conversation-count/ - Categories: News Conversation makes the world go round, and when utilised within a marketing strategy helps drive sales without really ‘selling’. It allows businesses and their customers to interact on a personal level, strengthening relationships and supporting brand loyalty. (more... ) --- - Published: 2019-09-12 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/chatbots-whats-the-hype/ - Categories: News Fast, efficient, a time saver: just some of the ways businesses are talking about chatbots. As part of a communications strategy, these tools can be indispensable for customer relations. But it’s not all plain sailing, so we’re going to delve a bit deeper into this latest technology trend and explore the very real possibility that chatbots might one day replace humans in the sales funnel. (more... ) --- - Published: 2019-09-11 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/all-talk-three-b2b-conversational-marketing-metrics-worth-tracking/ - Categories: News With all B2B marketing campaigns, tracking and measuring the results is crucial – not only to determine ROI and justify budgets, but also to shape future campaigns. This is the same with conversational marketing: as a non-traditional marketing channel, it’s vital to prove its worth to senior management, demonstrate the campaign’s alignment with company goals, and plan how the campaign will progress in the future. But how can a B2B business measure the impact of something as abstract as ‘conversation’? (more... ) --- - Published: 2019-09-10 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/a-human-approach-harnessing-conversational-marketing-in-b2b/ - Categories: News By offering businesses the opportunity to connect with their customers and prospects in a more human way, conversational marketing drives engagement and increases the likelihood of moving prospects along the sales funnel. It’s therefore no wonder that this approach has increased in popularity in recent years. (more... ) --- - Published: 2019-08-19 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/five-b2b-influencer-marketing-metrics-you-need-to-measure/ - Categories: News For B2B marketers, tracking and measuring both the ongoing progress and the results of their campaigns is key. After all, sharing the success of campaigns is crucial in justifying marketing spend to senior management, and demonstrating alignment with company goals. As a non-traditional marketing channel, influencer marketing doesn’t seem as straightforward when it comes to tracking influencers’ activities and setting overarching objectives. However, with this medium giving 11 times more ROI than banner advertisements, it’s clear that this is something B2B businesses will need to tackle sooner rather than later. (more... ) --- - Published: 2019-08-16 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/securing-social-success-the-dos-and-donts-of-influencer-marketing/ - Categories: News Influencer marketing has seen rapid growth in today’s digital-first world. While typically seen as a B2C marketing strategy, it can be hugely beneficial for B2B brands too – with many B2B businesses seeing it deliver transformative results at every step of their sales cycle. Influencers can position a brand as a thought leader, boost overall brand engagement, and distribute content to a highly targeted, engaged audience. (more... ) --- - Published: 2019-08-06 - Modified: 2025-05-23 - URL: https://bdb.global/insights-hub/influencer-marketing-what-does-it-mean-for-b2b/ - Categories: News A hybrid of both old and new marketing techniques, influencer marketing is an approach that has taken the marketing world by storm in recent years. Combining the age-old idea of celebrity endorsements with modern day social media channels and content-driven marketing campaigns, influencer marketing can be seen across the internet by millions of people every day. With influencers able to increase a business’ brand awareness, boost conversions and help with product launches, it’s not surprising that brands are predicted to spend up to $15 billion on influencer marketing by 2022. (more... ) --- --- ## Work --- ## The Knowledge ---