Name: Tony Massey
Job title: Group marketing & sales director
Company: HH Print Management
B2B audience: CPOs and CMOs in Europe’s top 500 corporates
Education: To MA level in strategic marketing and sales management
What was your first marketing job? Taking on marketing responsibilities at a company where no formal department existed. I was in account management at the time.
How did you get to where you are now? I started life in account management and slowly moved up the customer lifecycle into account development, client acquisition and ultimately strategic marketing. Understanding where sales sits within a B2B marketing context ensures everything from the big plan to daily operations are completely aligned.
What’s different about B2B? We actually get to segment down to an audience of one.
What’s the best bit about your job? No two days are ever the same. Spending the last few years developing a marketplace across Europe has been fun too; if a little hard work.
Which B2B brand do you most admire? Google. How did we ever do business without it? Their B2B revenues are astronomical.
Whose job would you like most? VP marketing at any ‘superbrand’ would suffice. Failing that, I’ll have to turn HH into one.
What’s the best piece of marketing advice you’ve ever been given? Results, results, results…everything else is just vanity.
What is your proudest achievement? From a career viewpoint, being awarded B2B Marketer of the Year last week at the B2B Marketing Awards.
Your lowest ebb? Being unfairly fired from a Plc two years ago, because intellectually I was too much of a handful. Flattery or what; I’m not really that bright.
To succeed a B2B marketer must…believe
Our jobs would be easier if…all customers had little labels attached clearly stating their needs.
What has been your favourite B2B ad campaign past/present? I liked IBM’s: ‘So who’s responsibility is it to make sure this all works?’ It played on that age-old adage that no one gets fired for specifying IBM. I’m influenced by all kinds of branding though; the HH tone of voice is closer to Innocent Smoothies than IBM.
Is B2B marketing getting sexier? Most definitely. There’s no longer a distinction in standards between B2B and B2C. We’re all consumers after all, whether at work or at play.
Briefly describe your work station: Laptop and BlackBerry, usually located in Heathrow airport between flights.
What is the most important trait(s) in a B2B marketer? Emotionally intelligent, empathetic and a good sense of humour.
Who is your most admired person in B2B marketing? It would have to be the B2B marketers that have shown sufficient faith in HH to appoint us. I’m pleased to say that it is a growing list.
What are the traits you most & least admire in yourself? The fact that I am so driven, on both counts.
Which song best sums up your career? ‘Champagne Supernova’ by Oasis
My biggest extravagance is… A weekend lie-in, or a nap in the afternoon.
The phrase I use most often is… HH is Europe’s favourite print manager’.
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