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Effectiveness

17 results

27 October 2026 by Richard Parsons

B2B Brand Fame: Why being known makes brands easier to choose

Brand fame is the foundation of B2B marketing effectiveness. Most business buyers are not in the market at any given time. When they do enter it, they usually buy from a supplier they already knew before they started looking. AI assistants now draw up shortlists in the same way, favouring the brands that are already famous.

Cos Mingides in a white T-shirt, cut out against red, beside The Drum column lockup reading Cos Mingides on B2B Effectiveness

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15 October 2026 by Cos Mingides

B2B’s Employee Creator Fantasy Needs a Reality Check

In his recent Drum column, Cos Mingides, Co-Founder and Head of Effectiveness at True, argues that B2B marketing has become very good at copying the visible conventions of creator content without necessarily understanding why creators became influential in the first place. Looking like creator content is not the same as creating something people choose to consume.

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13 October 2026 by Luke Thornton

Capgemini Engineering on Brand: Why Fame Gets You Shortlisted

At a recent roundtable hosted by True and Julian Fowler, Global Marketing Director at Capgemini Engineering, we brought together senior B2B marketers to talk about the value of brand in marketing to Enterprise: why it matters, how to prove it, and what changes now that AI has a say in who gets shortlisted.

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24 July 2026 by Ellie Nicolaou

Fujitsu on Brand vs Demand: Why Buyers Remember

At a recent Enterprise roundtable hosted by True and Andrea Clatworthy, Head of Europe Marketing Transformation at Fujitsu, we asked a room of senior B2B marketers how to influence buyers who are increasingly hard to reach.