In this episode of BLUEPRINT, the B2B marketing podcast, Jakub is joined by Kirsten Kutz, Director of Communications at GE Aerospace, to explore key trends and challenges in the field. The conversation covers:
Measuring success in B2B marketing: Insights into effective measurement periods, defining engagement, and whether all actions need to be quantified.
Emerging B2B marketing trends: A personal take on trends like thought leadership, influencer marketing, and the humanisation of B2B.
Communicating for big brands: The evolving need for brand awareness and the complexities of addressing a smaller target audience within a cultural context.
Personal insights for communication professionals: From balancing AI and writing skills to crucial advice for success in B2B marketing.
Tune in for expert advice and deep dives into the intersection of empathy, strategy, and innovative communication formats.
Kirsten Kutz   / kirstenkutz  


Chapters:
00:00 Intro

B2B marketing and communication measurements
00:24 Measuring the success of robust marketing and communication strategies
03:16 Measurement periods for different metrics
04:45 Do all actions need to be measured?
06:20 Definition of engagement in B2B
09:14 Empathy and knowing your audience

Trends in B2B marketing
12:37 Valuable trends in B2B personal view
13:42 Thought Leadership done right
16:24 Celebrity endorsement & influencer marketing
18:17 Experiential communication
19:40 Human side of B2B marketing
22:55 The balance of emotional and corporate communication
24:20 Communication formats

Leading communication for a big brand
26:57 Do big brands still need to focus on awareness?
29:38 The challenges of communication to a small target group
32:02 Cultural context of communication

Personal insights
33:22 Writing skills vs AI
35:48 Advice for a new communication professional
27:45 Key aspects for success



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