Fresh from running his customer-centric brand promise campaign, Mark Hopkins, head of marketing at Volkswagen Commercial Vehicles, reveals the next big thing in B2B marketing
What was your first B2B-related job?
Marketing communications manager for Volkswagen Commercial Vehicles, previously I had always worked in consumer marketing.
What do you most enjoy about your job?
Conceiving a driving strategy is probably my real passion. Making your brand stand out for all the right reasons in a highly competitive market provides a real sense of satisfaction, that, and driving Volkswagens.
Which B2B brand do you most admire?
I think any brand that makes a step change from the ‘usual wallpaper’ B2B approaches is compelling. Interesting brands for me in the B2B category are those who clearly show they are ‘always on’ are employing their ‘online estate’ – because that is how we now ‘shop’– are transparent, humanised, and most critically, have transcended offering goods and services to offering a consistent experience or even relationships with the customer. If I am honest very few brands tick all these boxes, but many are getting close – sorry to say it but Apple is the only one I see doing it out there in B2C and B2B.
Whose job would you like most?
My ‘close to retirement’ goal is head of marketing for Everton Football Club (and yes I am a fan).
What is your favourite B2B ad campaign?
I really admire the direction Intel has gone with its recent ‘Visual life’ campaign. The idea of storytelling from a customer point-of-view is an interesting approach, particularly for traditionally tech heavy brands. Showing how influential bloggers and creatives have had their lives ‘transformed’ (professionally) by the technology will clearly resonate with its target audience.
What’s the best piece of marketing advice you’ve ever been given?
I think I’ve been given a lot of good advice throughout my career, so picking out only one is somewhat tricky. In terms of marketing advice, I can think of two that have really left their mark on me and that I refer back to on a regular, if not daily, basis:
1. Deliver the customer a consistently great experience.
2. Marketing starts with your internal colleagues – build the brand relationship with them first.
What is your proudest achievement?
Hearing customers talk affectionately about your products and services brings a smile.
To succeed, a B2B marketer must…
Understand their customer’s needs, deliver consistent exceptional brand experiences and embrace the digital age.
What’s the next big thing in B2B marketing?
For most brands it’s about becoming digitalised, but brands need to engage with digital end-to-end.
What are the traits you most and least admire in yourself?
Hmmmmm, I’m pretty honest, and I think that is a rather useful trait.Least admire? Definitely my impatience.
What marketing challenge are you currently wrestling with?
The major challenges are always focused around enhancing the customer experience, delivering exceptional products and services coupled with operational excellence.
What was your last marketing epiphany?
Dare to think for yourself.
Which marketing or business books would you recommend?
Uncommon Sense, Common Nonsense by Jules Goddard and Tony Eccles. It is without doubt one of the most enlightening business books I’ve read, written by practitioners who know their stuff inside out. A must read for anyone in business let alone marketing.
Who has had the biggest influence on your career?
I have been lucky enough to work with some fantastic people, but actually in terms of influence I’d have to say I’ve been pretty self-driven so far. As above, if you dare to think for yourself, you can make a lot happen.
