#EP163 - The Scale Up Season: B2B Marketing Doesn't Have to be Dull with Natasha Crowe - Kraken / Octopus Energy

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Welcome to episode 163 and the next instalment of The Scale Up Season.
In this episode, Jon is joined by Natasha Crowe, Global Head of Marketing at Kraken, which powers Octopus Energy. Jon and Natasha discuss some of the key challenges in B2B marketing and the strategies that are driving growth in a competitive industry.
In the episode, Natasha Crowe provides insight into Kraken's approach to creative strategy, especially within the context of B2B marketing, how Kraken is navigating current economic challenges, optimising its marketing efforts, and staying ahead in an ever changing market.
From balancing brand building with direct performance tactics to leveraging technology for marketing success, Natasha provides actionable insights that any B2B marketer can apply to their own strategies.
Key learnings include:

• Learn how to strike the perfect balance between brand-building and direct performance marketing to drive sustainable growth.
• Understand the power of personalisation to create content that connects with high value prospects.
• Discover the power of Account-Based Marketing and how it fits into a comprehensive B2B strategy.
• Gain insight into prioritising the right marketing channels during economic uncertainty to maximise ROI.
• Learn ways to simplify complex tech solutions for your audience, making it easier to communicate value.
• Find out how to align marketing efforts with customer needs by reacting swiftly to market conditions and consumer behaviors.