In the third episode of our ‘From Ink to Impact’ webinar series we spoke to Kate Mackie, Global Marketing Lead at EY, and author of the newly released B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue.
Kate dives into the essential principles every B2B marketer needs to know – whether you’re just starting out or looking to sharpen your strategy.
Her book distils decades of expertise into a clear roadmap for delivering measurable impact across the pillars that matter most: brand, reputation, relationships, and revenue.
We discuss:
- How classic marketing frameworks are reimagined for the B2B space
- How AI and connected data are reshaping decision-making
- How marketers can better communicate their value across the business.
Kate shares some real-world examples alongside some candid reflections on what it takes to thrive in professional services marketing today.