Turning Emotion Into Outsized Results

10/08/24 • 39 min

In this episode of We Do B2B, we dive deep into the ever-evolving world of B2B marketing with none other than James Hurman — an innovation leader, best-selling author, and the co-founder of Tracksuit, which is rapidly changing the way the brand tracking is managed and monitored. For B2B marketing professionals in New Zealand and beyond, this conversation is packed with insights that can transform the way you think about creativity and effectiveness in your own strategies.
James discusses the intersection of creativity and commercial success in B2B, challenging the conventional belief that B2B marketing must be "sensible" or "serious." Through his journey, you’ll learn how smart, engaging campaigns can drive real results, how B2B marketers can build brand value over time, and why fostering creativity is key to breaking through in crowded markets.
Whether you're trying to prove the ROI of brand-building or just looking for fresh ideas to inspire your next campaign, this episode is filled with actionable insights. Listen in as James shares his expert knowledge on standing out in the B2B space and balancing short-term gains with long-term brand growth.
Connect with James on Linkedin:
https://www.linkedin.com/in/jameshurman/
Connect with BlueOcean on Linkedin:
https://www.linkedin.com/company/blueocean-agency/

For more B2B insights, ideas and opportunities, head to www.blueoceanagency.co.nz
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Previous Episode

The Art of the Customer Interview

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🔎 Keen to bring more customer insight into your decision making?
⚖️ Need to democratise discussions in the boardroom?
💡Or maybe you need to send the right signals to support your journey through the levels of seniority...

Join BlueOcean Senior Marketer, Freyja Spaven, on a thought-provoking and practical discussion about the B2B Marketer’s superpower, nailing customer interviews.

Freyja reveals effective strategies for conducting powerful customer interviews that go beyond surface-level feedback.

· Learn how observing customer environments and engaging with various levels within a client’s organization can lead to richer, more actionable insights.

· Discover practical tips on building relationships with sales teams and maintaining client trust

· All while gathering comprehensive feedback that can transform product development and marketing strategies.

Freyja’s advice is not only practical but also rooted in a deep understanding of the nuances of B2B marketing. Freyja discusses the importance of curiosity, the art of asking meaningful questions, and how tools like the Strategy Canvas and Value Proposition Design Book can enhance your approach.

Building rapport, understanding interviewee contexts, and maintaining flexibility are crucial for gathering authentic feedback.

Join us as Freyja highlights how integrating these insights into your marketing work can foster a customer-centric approach and ensure alignment between sales and marketing teams. This episode is packed with actionable advice and resources to enhance your customer interview skills, gather meaningful feedback, and rally your organisation around a unified view of what matters to the customer.
...and in a real shake-up for the show, producer Louis hosts this episode – being in front of the camera rather than behind it.

Next Episode

The anatomy of a good idea, and the cost of being dull

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Want to unlock next-level creativity in your marketing?
Check out the latest episode of We Do B2B, where we sit down with Brett Colliver, Chief Creative Officer at Dentsu New Zealand. Brett unpacks the anatomy of a great idea and shares his powerful “nods and eyebrows” concept – a fresh way to evaluate whether your marketing ideas are truly hitting the mark. If you're a B2B marketer keen to break away from dull, forgettable campaigns, this episode is packed with practical insights to help you deliver more impactful and creative work. Brett also dives into the risks of playing it too safe in your marketing, and how avoiding the dreaded “beige tax” can make your budget go further.
Whether you’re after career inspiration or actionable advice, this conversation will help you push boundaries and build more effective marketing strategies. Don’t miss this one – it's a banger. 💥

B2B Inspired - Turning Emotion Into Outsized Results

Transcript

Dale Koerner00:00:05.048

Kia Ora and welcome back to We Do B2B , the podcast by Blue Ocean , where we unpick the ins outs , ups and downs of B2B marketing here in Aotearoa , new Zealand . I'm your host , Dale Koerner , and I'm a B2B marketer like you . From emerging trends and thinking to inspiring real world stories from smart , good people here in New Zealand, we are here to help New Zealand B2B m