Business-to-Business (B2B) marketing has long been the neglected child of marketing, held back by hyper-rationalist assumptions about the buyer and buying process. Recently, appreciation of the value of B2B markets has led to an awakening of B2B marketing, with more efforts to understand what makes effective marketing practice in this arena. This special sponsor-only event led by Prof. Jenni Romaniuk and Prof. John Dawes will take you through some of the Institute’s latest research into B2B.

Join Professor Magda Nenycz-Thiel and Professor John Dawes in a Q&A after our Deep Dive into Category Growth.

Join Professor Magda Nenycz-Thiel as we take a deep dive into Category Growth. In this presentation, Magda covers the importance of category growth to brand growth. She explores which brands benefit the most, the odds of category growth, and growth strategies given category maturity.

Professor Jenni Romaniuk takes a deep dive into Category Entry Points. In this presentation, Jenni explores identifying, prioritising, building and measuring CEPs.