This week on THE 414, it’s about the evolution of content marketing for B2B marketers. When you think about it, because ongoing lasting relationships are at the heart of B2B, this is why excelling at content marketing will pay dividends. And my guest this week is here to give a thoroughly high level insight for how you can do just that. Content Covered: - How content marketing sits within the B2B world - Latest concepts and directions things are taking within content marketing - How to understand your audiences and develop a product tailored to their needs - How to reevaluate the importance of print ad use it as part of a multimedia channel

James Rostance speaks with Nick King at Autotrader about consumer psychology and how B2B marketers can level up their game and results by bringing this discipline into their strategy. Content Covered: - How to use consumer psychology to understand customers and their needs and improve any offered service - What is, in detail, the role of a consumer psychologist and what results a company can actually achieve through this discipline - How to reach your customers with tailored strategies in digital marketing

This week on the 414, it's about content marketing but specifically tailoring content for B2B audiences to improve audience engagement and accelerate sales. Content Covered: - How most marketers are approaching content marketing today - How to build engagement and relationships through relevant and engaging content - How to reshape content marketing through personalisation

This week on THE 414, it’s about making exponential increases in sales revenues by putting to use the huge potential of proprietary data which most businesses have, but never even think to use. Content Covered: - How to optimise the use of data in order to obtain exponential increases in campaign effectiveness and sales. - How to 'unlock' data potential to help advertising brands and companies. - How to monitor competition to ensure a flawless delivery of offers. - The future likely developments within marketing intelligence.

Coming up on this week’s show, it’s all about B2B marketing. Every year, B2BMarketing.net publishes the industry trend tracker, which is an in-depth look at what professionals within the industry are interested and concerned with. And closely following that is the preeminent B2B marketing event, Ignite. Joining James live from London will be the Editor in Chief, Joel Harrison to talk in detail about the research and what’s in store at Ignite. Content Covered: - Analysis of the trends which marketers rank as being the most important to themselves and to their clients - Insights about the 2019 B2B Marketer Trend Tracker - Announcement of the annual B2B marketing event 'Ignite' with additional info about location, dates and how to get tickets

The 414 LIVE - Increasing campaign effectiveness, myth busting & new opportunities in Out of Home when digital and data planning are brought into the mix. On this week’s show, Sophie Pemberton, arguably the most out spoken champion and specialist in Out of Home, joins us to give the inside scoop on applying data from multiple sources to Digital Out of Home. She’ll also share current and future developments for the channel, as well as the techniques which she has seen first hand deliver the best results when first class and creative data planning is applied. Content Covered: - What are the capabilities of Out of Home digital advertising and what constructs its effectiveness - How data is collected and used in order to build more effective campaigns  - The development of technological capabilities to create efficient insights for clients through the purchase of data - How 'Out Door Data Management Platform' allows to create powerful planning and management use cases out of purchasing location history data

James Rostance speaks with Mike Shaw at Data XU about bringing together consumer data from multiple sources in real time so that advertisers can deliver significantly more successful TV advertising campaigns. Content Covered: - How agencies use data to change the way that brands reach targeted audiences - The latest developments in data and technology and the advantages these bring to companies - New frontiers of advertising offered by television - What advertisers expect to achieve with the new developments - How television can address more objectives to have an impact on advertising

James Rostance speaks with Kevin Joyner at Croud Inc about future-proofing marketing. The competitive advantages for businesses to re-position and reassess their aims within the industry through significant changes to their products and communication schemes in light of the the so called ‘Perfect Storm’. Content Covered: - The evolution of the role of data in law and culture - How technology can be used in advertising for businesses as well as consumers - The opportunity for the very best products to be also services and subscriptions - What the ‘Perfect Storm’ is and how it affects businesses - How marketing can be used as a service to sustain relationships between brands and customers - How can marketing be future-proofed - How investments in first-party data can be useful to businesses

James Rostance speaks with Benjamin Moncrieffe at C Space about customer-driven growth: brands working in partnership with customers to create better, more desirable and significantly more marketable products. Content Covered: - The advantages of brands working with customers to create new products and improve existing ones - How to help brands develop products that are perfectly tailored to the customer needs - How to understand, work, and interact with customers to co-create products and ultimately drive growth - Customer centricity as an important part of marketing - Growth, value and social responsibility in partnerships between customers & brands