BtoB News Stories

Ad Net Zero, the climate crisis initiative led by the Advertising Association (AA), ISBA and the IPA, has launched a training course to provide marketing and advertising professionals with the knowledge and skills to drive genuine and positive change. The ‘Essentials Certificate’ is a 10 hour online course delivered via five modules, available to all professionals in the UK and internationally through the IPA’s training platform. It offers trainees practical techniques to measure and reduce the carbon emissions related to the work...

With almost all severe pandemic-related restrictions at an end, UK marketing budgets have grown at their strongest rate in more than four years, according to the latest IPA Bellwether report. A net balance of 12.8% of firms registered upwards budget revisions in the third quarter of 2021, up from 6% in the second quarter. This is the fastest rate of growth for marketing expenditure since the second quarter of 2017. Approximately one in four respondents to the survey reported higher spending (25.6%), compared with just...

Marketers are always on the lookout for tools and tactics to make their marketing efforts more productive. B2B automation marketing as a phenomenon is fast pacing itself to popularity. It is a highly valuable tool to generate leads, nurture and gain new customers. HubSpot in a survey found out that 76% of the businesses in 2021 report using automation in one way or the other. And the others are planning to integrate marketing automation software platforms in their strategy very soon. Sounds familiar?...

Marketing is often one of the first teams within a company to take a hit when a financial crisis strikes, and the Covid-19 pandemic was no different. But with the economy now almost entirely reopened, the sector has bounced back to growth, with recruiters reporting a substantial rise in the number of marketing opportunities available. There was a 302% rise in opportunities for marketers in the six months to August 2021 compared to the same period last year, according to data gathered for Marketing Week by job site Reed...

The School of Marketing is on a mission to open up marketing as a career of choice to Afghan refugees arriving in the UK, through the development of a free digital skills initiative. The programme, devised by the skills-based marketing education organisation, will enable any individual who has recently arrived from Afghanistan to earn qualifications they can use to kickstart a career in marketing. The participants will gain knowledge and skills in the latest tools and techniques, spanning SEO, PPC, social media marketing...