S4 Ep20: B2B Creativity that drives growth from Brand to Demand with Wendy Walker

That's What I Call Marketing · Sep 2, 2025 · 55m

B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.

What you’ll learn

Brand→Demand, together: Why separating brand and demand hurts performance—and how bringing them into one plan makes ROI easier to prove.

Global to local at scale (the 70/30…