The B Word

di Structure

Marketing Tecnologia

Stagione 1

Episode 7: The Rise of the CMO in the Tech World

Leah Anathan, CMO Mews (an innovative hospitality management cloud) talks to The B Word about how the marketing function in technology companies has changed over the past decade. It's now at the top table having become more quantifiable and measurable and very much a revenue driven activity. B2B marketing has never been more exciting and the role of CMO has risen in the ranks of the organisation to drive meaningful revenue figures. Join us to hear more about the rise of the CMO in the tech world.

Episode 6: Owning a valuable customer problem.

Technology has become critical to future-proof the restaurant sector – helping restaurateurs to thrive, not just survive. Owning a customer problem is transformative, but if you can’t articulate the value of your business solution, how can you sell it? A new business category could transform your fortunes. Christian Mouysset, Tenzo co-founder, talks to The B Word about how rebranding and category creation changed perceptions of his tech platform.

Episode 5: Promoting a future of hope through the power of brand

Join us as we talk to Patrick Regan OBE about the launch this month of his new charity and book, Brighter Days. In a frank conversation, we discuss the importance of mental health care in business and how employers can help their employees to thrive. We also talk about the power of brand to help promote even the most sensitive of subjects in a compelling and meaningful way - a future of hope.The B Word is brought to you by branding agency Design by Structure.

Episode 4: Launching a new Healthtech brand

The incredible Avril Chester, founder of healthtech Cancer Central, talks to The B Word about her brand journey and the power of design & colour in communications for people dealing with cancer, her work with NHS Scotland to pivot her tech during the Covid crisis, and the launch of the next-gen Cancer Central site & new podcast series too. Cancer Central is an award-winning HealthTech cancer platform that uses AI to guide people affected by cancer to find the support and information they need. The B Word is brought to you by branding agency Design by Structure.

Ep3: ‘Marketing the brand’ vs demand generation.

Paul Mills, Founder, VCMO talks to The B Word about ‘marketing the brand’ vs demand generation, what these terms mean and where CMOs should be focusing today.“Businesses don’t fail because of a lack of cash flow. They fail because of a fundamental flaw in their marketing strategy. Focusing more time and resources on marketing strategy will mitigate future cash flow problems and business failure.”The B Word is brought to you by branding agency Design by Structure.

Episode 2: Go-To-Market Challenges for Tech Businesses

Paul Wiefels, MD & Co-Founder, Chasm Group talks to The B Word about the challenges facing tech businesses today. The Go-To-Market strategies have become more complex for technology companies. The five key GTM elements (vision & strategy, category, offer, positioning and branding) are interrelated. If you look at one, you need to look at them all. Don't just tinker around the edges. Treat them all as key parts of how you bring your company to market.

Episode 1: How to Create a Category King.

In this episode, John talks to Quentin Colmant, CEO & Co-founder of insurtech Qover, in a very open chat about the creative process for Qover's recent category creation exercise and rebrand - from his initial doubts about change to loving his new brand. Qover was just listed by Tech.EU as one of the 10 European InsureTech companies and its technology has been used to provide insurance cover to over 2.6 million people worldwide.

Trailer: Harnessing brand to drive startup success

Trailer: In this episode, we explore the business dynamics of seamless integration, with Omri Sagan Cofounder & CEO CTRL. We dive into the transformative power of self-serve and product-led growth, the crucial role of branding in fundraising, and the reflections of Omri’s journey, from securing funding to user engagement. We uncover the significance of branding and its role in the fundraising journey for CTRL, in terms of credibility, messaging, and its presentation to investors and customers.

Episode 7: The Rise of the CMO in the Tech World

Trailer: Leah Anathan, CMO Mews (an innovative hospitality management cloud) talks to The B Word about how the marketing function in technology companies has changed over the past decade. It's now at the top table having become more quantifiable and measurable and very much a revenue driven activity. B2B marketing has never been more exciting and the role of CMO has risen in the ranks of the organisation to drive meaningful revenue figures. Join us to hear more about the rise of the CMO in the tech world.

Episode 6: Owning a valuable customer problem.

Trailer: Technology has become critical to future-proof the restaurant sector – helping restaurateurs to thrive, not just survive. Owning a customer problem is transformative, but if you can’t articulate the value of your business solution, how can you sell it? A new business category could transform your fortunes. Christian Mouysset, Tenzo co-founder, talks to The B Word about how rebranding and category creation changed perceptions of his tech platform.

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