The Drum Show looks at how creativity is changing the face of B2B. Our top panel will look at key emerging trends. These include how technology, data and emotion are playing a bigger part in creative output - as is clear from The Drum Awards for B2B 2022 nominations.

Hey You brought together Yellow with iconic New Zealand actress Robyn Malcolm, and launched a real underwear business using Yellow Digital products. The campaign generated so many leads, Yellow stopped marketing activities to nurture them. The Drum Awards is a global awards program which recognizes best practice, the best companies and the best people from across the marketing and communications industry.

Ken Hein, The Drum’s US editor in conversation with Michelle Klein, the VP, global business marketing at Meta.

Where does the metaverse fit in B2B marketing plans especially amid current belt tightening? Meta CMO Michelle Klein gives an in-depth look at both the opportunities and the obstacles for B2B brands looking to excel in this emerging, yet often confusing, realm

It’s time to think bigger. With all the talk of global recession, how B2B marketers and agencies efficiently deliver brand-to-demand marketing to drive growth?

Most B2B brands are global; almost all larger B2B brands are. Yet, global B2B marketing remains a big challenge. What’s the right model to achieve global consistency and local relevance? What are the right brand and agency models and relationships to address and drive all funnel stages, from top of funnel through pipeline across all geographies? What’s the optimal role and interrelationship of central and field marketing? Importantly, how can you best manage all the moving parts and players without over-complexity and inefficiency? It’s a big subject in search of a better solution. Here’s your starting point.

Demand be damned? Are B2B marketers placing bigger bets on brand? Will it pay off?

There is an interesting inversion happening in the world of marketing. Consumer marketers are talking a lot about the bottom of the funnel. Business marketers, meanwhile, are focusing more on brand building and awareness. The question right now is, how do B2B marketers interlock brand and demand? How do they improve (and prove) the impact of the brand-to-demand mix.

Some of the words leading digital brains agree to help two analogue family firms who have been hard hit by the pandemic. Here we travel to New York and Kirkintilloch, Scotland and understand the challenges they face in the first episode of The Digital Makeover

Some of the worlds best digital brains agree to help two family-run businesses that have suffered because of the pandemic. Here we find out more about the businesses and the challenges they face.

How do B2B marketers - with so many roles, so many pieces and parts - avoid turning into a Frankensteinian monster? Here’s how to avoid a modern-day horror story.

Try to define the role of a B2B CMO. Go ahead. One sentence. Do they own brand? Pipeline? Insights? Data? Growth? Internal comms? Customer relationships? Tech stack? Product? Creativity? DEI? Culture? Where does it begin? Where does it end? What does success look like? So many twists and turns. This session reveals all.

Reuben Webb and guests on how a full-on commitment to creativity is supercharging B2B effectiveness.

Has B2B creativity finally arrived? At the inaugural Creative B2B Lions at Cannes, 2% of the work was considered “wow worthy” enough to win. But what about the 98% that didn’t win? And all the work that wasn’t even entered? Cannes revealed a lot about the state of creativity in B2B. And it showcased why it takes a particular approach in B2B reach not just the creative heights, but the effectiveness heights.

Pic PR and CHD Living won at The Drum Awards for Social Purpose in the Best Response to Change category for its work on ’Adopt-A-Grandparent’.

Designed to pair isolated care residents suffering from loneliness with volunteers from across the globe, the campaign set out to create positive connections during the pandemic at a time when people needed them most.

Its goal was to provide emotional support through meaningful relationships: intergenerational friendships, connecting people with similar interests or simply the joy of interacting with someone new.

‘One goal = one Custom Bottle’ campaign, which won ‘FMCG or Consumer Goods’, ‘Best Integrated Campaign’ and ‘Travel, Leisure or Sports’ categories at The Drum Awards for Content 2021 for its work for AB InBev and Budweiser. The Drum Awards is a global awards program which recognizes best practice, the best companies and the best people from across the marketing and communications industry.

The Drum Show will ask whether the environmental summit currently taking place is a good COP or a bad COP. What practical steps can the B2B sector take to get on a net zero footing, and why is the industry better placed than most to make a real difference?

Marketers today face mounting pressure after a wave of unprecedented disruption. From changing customer needs to dealing with new ways of working, an explosion of new technology to grapple with, smaller budgets and bigger asks; it’s easy for marketers to lose focus and get lost in a clutter of priorities coming from all directions. In a new three-part video series, Michele McGrath, chief client officer, and Nina Holdaway, managing director, at Accenture UKI, discuss the three distinct groups of marketers identified in the research: the survivors, the strivers and the thrivers. Each faces its own unique challenges, so it’s critical for marketing leaders to recognize which group they fall into at any given point in time.

Some of the world's leading marketing people help two small businesses that have been hit by the pandemic. In episode 4 we find out if they took the advice which was offered.

Mastercard’s Raja Rajamannar in conversation with the Stein IAS’s chief client officer Craig Duxbury.

Best-selling author, award-winning CMO and World Federation of Advertisers President Raja Rajamannar is one of the preeminent voices in marketing. He sees the more human and emotionally enlivened future of B2B and also where the tripwires are for marketers. You won’t want to miss this compelling conversation.

Jen Faull and her star-studded B2B guests discuss how B2B could be on the brink of a golden age.

B2B marketers have a lot to be excited about. They have been ahead of the curve in terms of performance marketing. They’ve sprinted into the digital realm and are investing more in creativity and brand than ever before. But have we truly arrived at the golden age of B2B marketing? Is the effectiveness truly, consistently, meaningfully there? This panel has a frank conversation about what’s next and what needs to be done.

People2People Show How clarity begins at home! Ellen Ormesher and her guests talk about the power and need of internal communications.

If there’s one thing the Great Resignation and DEI imperative have taught companies, it’s the value of their own employees and need to be a talent magnet. But who ideally should own talent and employee branding? HR? Marketing? Both? Neither? And why, despite everything that’s happened, does internal communications often still play second fiddle? Here’s what needs to happen and why.

Two teams made up of some of the worlds leading digital brains to help two small analogue businesses that have been hit by the pandemic. They have been briefed on the problems. But what are their solutions?

Some of the world's leading marketing people help two small businesses that have been hit by the pandemic. In episode 4 we find out if they took the advice which was offered.

How will B2B look in 2030 with The Drum’s senior reporter Sam Bradley and marketers

Remember when 2030 seemed the far-distant future? Well, it’s coming up fast led by millennials, Gen Z and, oh yeah, here comes Alpha. On top of that, a generation of marketers who made B2B what it is today has started to leave the industry. So, change is in the air! Want to know what B2B marketing future could and should look like? Make sure to tune in.

Tom Stein and his guests look at the lessons that can be learned from the pandemic, Ukraine, and various financial meltdowns.

During a period of unknown and known risks, what are the best approaches for marketing teams to take? Ethical considerations must be reflected – both within a company and among its external audiences. The same with geopolitical considerations. Economic “macros” are affecting customers’ businesses. CMOs and their teams have a major role in developing the right strategies and narratives as well as supporting customers under stress. As we saw during the pandemic, challenging times can be B2B marketers’ time to shine. How best can we prepare?