Episode 15: Why is marketing being excluded? With Georgina Gilmore & Joel Harrison

Host Dom Hawes meets Joel Harrison, and Georgina Gilmore and they discuss the role of marketing in mergers and acquisitions. They highlight the importance of involving marketing early in the process, as marketing can add value from the very beginning, especially in understanding human behaviour and instincts. 

They also emphasize the importance of communication and alignment with employees and customers during mergers and acquisitions, as poor communication can lead to a loss of talent and customer base.  

The team explores current market conditions and the need for marketing to focus on existing customers for retention, renewal, and upsell. They suggest keeping brands visible during uncertain times and taking risks to be innovative and creative. 

About The Guests

Georgina Gilmore is an award winning, accomplished B2B marketer, with over 30 years’ experience working for some of the world’s leading brands, such as Apple, Kodak, Cisco, Vodafone, Kaspersky and Centrica Business Solutions. From creating and launching brands and technologies that are now considered part of our everyday life, such as home computers, laptops, digital cameras, Wi-fi, security, mobile data and email, through to building and leading high performing teams across the world, Georgina’s career is second to none. Now, Georgina runs her own marketing consultancy, ‘The B2B Marketing Expert’, working with B2B technology organisations to grow their businesses as well as providing coaching and career development for future B2B marketers. She’s also an avid supporter of B2B Marketing and works with them as the strategy specialist for Propolis.

Joel Harrison is Editor-in-Chief and co-founder of B2B Marketing, and Community Leader for Propolis, the exclusive community intelligence platform for B2B marketers. Propolis's mission is to enable practitioners to learn, collaborate and succeed, and help them ensure marketing evolves as the key growth driver for their organisations. Joel is also a regular speaker, panel host and serial podcast guest. He has spoken at inhouse marketing team meetings for the likes of O2, EY, Fujitsu, PWC, Experian, HPE, Thomson Reuters, Barnett Waddingham, Accenture, Oliver Wyman, Syngenta Autodesk and Domino Printing. Joel launched B2B Marketing as a magazine back in 2004, and continues to play a key role in B2B Marketing's market-leading events programme, which includes Ignite UK and US, The B2B Marketing Awards, The Global ABM Conference and Martechopia.

Resources:

Georgina’s LinkedIn:

https://www.linkedin.com/in/georginagilmoretheb2bmarketingexpert/?originalSubdomain=uk

Georgina's website and Blog:

https://theb2bmarketingexpert.com/blog/f/stop-talking-marketing-start-talking-business

Joel's Linkedin:

https://www.linkedin.com/in/joelharrison/?originalSubdomain=uk

Propolis website:

https://www.b2bmarketing.net/en-gb/propolis-homepage