Adapting to thrive in B2B

Helen Badger : Director of Product Marketing - IRIS Software Group

This week we chat to Helen Badger, Director of Product Marketing at software specialists IRIS. Helen and Liam discuss her varied career in B2B, the ethics of targeted marketing, how video platforms like TikTok are influencing the way we consume information and why sales teams need to get hands-on with their software.

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Synopsis

Born to B2B: Adventures in B2B Marketing continues! Our guest this week was Helen Badger, Director of Product Marketing at leading software solution provider IRIS.
Having spent over 25 years working in B2B in countries including America, Japan, China and the UK, and shifted from sales to marketing roles, Helen has a rare level of insight to offer.
Her comprehensive view of the B2B sector made for a fascinating, wide-ranging discussion with Liam, covering the ethics of targeted marketing, the challenges of selling software compared to hardware and much more besides.
It’s another must-listen episode, full of wisdom that anyone involved in B2B can benefit from.
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Episode #3 - Leadership and communication within business

21/08/23 - 36:00

Leadership and communication within business

Trudy Lewis : Director / Founder - Colinear

In episode 3, Trudy Lewis shares some of the pearls of wisdom she offers business leaders on a regular basis, and covers a host of big questions: Is tech always the answer? Why is embracing change so vital for organisations? And what’s the secret behind the staying power of Jaffa Cakes’ marketing?

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Episode 2 - Adapting to thrive in B2B

04/07/23 - 34:00