On the road, Kristin Gower, EssenceMediacom

In this episode Rick Currier sits down with Kristin Gower, Global President of B2B at Essence Mediacom, to discuss her remarkable career journey and insights into the world of B2B marketing. Kristin shares her experiences living and working around the globe, the influence of her background in organizational psychology on her current role, and the growing need for partnerships due to trends like video content, E commerce, and AI. They also delve into the latest Essence Mediacom state of B2B media report, and Kristin’s advice for personal and professional growth. Plus, hear about Kristin’s experience at Cannes Lions and her thoughts on the future of marketing. Tune in for a conversation filled with valuable takeaways for anyone in the tech marketing space!

Navigating the complex world of B2B marketing with Kristen Gower

In the latest episode of On the road, host Rick Currier sits down with Kristen Gower, the global president of B2B practice at essence Mediacom, to explore the intricacies of modern B2B marketing. The conversation is a deep dive into Kristen’s journey, her perspectives on the evolving landscape of media and advertising, and the valuable insights gleaned from her experience across the globe.

Kristen’s path to leadership is both unconventional and inspiring. Hailing from New Zealand, she initially pursued a degree in organizational psychology, a background that has provided her with a unique lens through which she views marketing. “Customer centricity and client understanding are really key to B2B,” Kristen says. She emphasizes how her background in psychology helps her understand “how people work as individuals and as buyer groups within an organization,” which is crucial in the complex B2B environment.

After working for brands like Dyson and moving across continents—including stints in England, Canada, and China—Kristen transitioned into the world of media through her role at WPP essence Mediacom. She brings a wealth of global experience to her current position, having worked in every region except south America and Africa. This vast exposure gives her a unique perspective on both consumer and B2B marketing.

Reflecting on her journey, Kristen shares how her diverse experiences have shaped her approach: “I’ve been on the consumer side, the B2B side, the client side, and the agency side. I can look at a problem from a multi-angled perspective.” This multi-faceted understanding is what sets her apart as a leader in the B2B space.

The complexity of B2B marketing

One of the key themes in the discussion is the inherent complexity of B2B marketing. Unlike B2C, where the focus is often on creating an emotional connection with a broad audience, B2B marketing requires a deep understanding of multiple stakeholders and a longer sales cycle. Kristen underscores the importance of understanding these stakeholders, noting that each plays a different role in the decision-making process. “you might be selling to a CTO, but behind them is a CFO, a CMO, and even a chief sustainability officer. All these individuals have different priorities and require tailored messaging,” she explains.

This insight is particularly relevant in today’s fragmented media landscape, where B2B marketers must balance the needs of various stakeholders across a full-funnel marketing journey. Kristen’s team at essence Mediacom has developed a framework that integrates five key pillars: strategy, martech, analytics, demand generation, and customer experience. This holistic approach allows them to deliver highly customized solutions that address the entire buyer’s journey, from awareness to conversion.

Kristen also highlights the significance of data in B2B marketing, especially as more companies adopt AI and machine learning to personalize their outreach. “There’s so much data aggregation and orchestration involved in B2B that isn’t as prevalent in consumer marketing,” she notes. This is one of the reasons why B2B marketing can feel more intricate—it’s not just about crafting a compelling message, but also about delivering that message in the right way, to the right people, at the right time.

Insights from Cannes lions

Fresh off her visit to the Cannes lion’s international festival of creativity, Kristen shared her observations about the disconnect she noticed between the innovation happening outside the palais and the work being celebrated inside. Outside, the buzz was all about AI, data, and marketing technology, while inside, the focus seemed to be more on traditional creative campaigns. “It was almost like attending two different conferences,” Kristen remarked, pointing out that the full potential of ai and data-driven marketing wasn’t as evident in the work being showcased.

However, one B2B campaign did stand out to Kristen: Coca-Cola’s “coke creating” campaign, which won a gold award. This initiative, which celebrated the creativity of bodega owners by allowing them to create unique Coca-Cola logos, resonated with her on an emotional level. “It made me cry,” she said, emphasizing the power of combining emotional storytelling with strategic business outcomes, even in B2B contexts.

The rise of influencer marketing in B2B

A particularly fascinating part of the conversation was around the rise of influencer marketing in B2B. While traditionally associated with B2C, influencers are playing an increasingly important role in B2B as well. Kristen notes that B2B influencer marketing is growing, particularly with the rise of niche communities on platforms like reddit and LinkedIn. “There’s a broader media canvas now, and that requires a broader creative playbook,” she explains.

Kristen emphasizes the importance of finding the right influencers for the right audience. Whether it’s a CTO, a CFO, or a chief sustainability officer, each of these stakeholders engages with different thought leaders and platforms. “it’s about creating authentic, two-way communication,” she says, noting that partnerships with influencers can add credibility and humanize what is often seen as a very technical space.

The importance of partnerships

Kristen also delves into the strategic value of partnerships in B2B marketing. Whether it’s working with other agencies within WPP or collaborating with external partners, Kristen believes that partnerships are key to delivering comprehensive solutions for clients. “there’s a lot of expertise within WPP, but when we partner externally, we look for something new and innovative that can push us further,” she explains.

She underscores the importance of long-term collaboration, where both parties work together to create value. “It’s not just about providing a service; it’s about co-creating something that benefits the client in a ‘one plus one equals three’ kind of way.”

Final thoughts

As the conversation wraps up, Kristen leaves the audience with some valuable advice:

“say yes to new experiences, say yes to new partnerships, and say yes to new experiments.”

This mindset of openness and experimentation has clearly served her well in her career, and it’s a lesson that all marketers—whether B2B or B2C—can benefit from.

For anyone looking to navigate the complex world of B2B marketing, Kristen Gower’s insights offer a roadmap for success. Whether it’s leveraging data, embracing new technologies, or fostering meaningful partnerships, her approach to marketing is both holistic and forward-thinking, making her a true leader in the space.

Kristin Gower, is the Global President at EssenceMediacom

About EssenceMediacom :

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

Borne out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. Learn more at https://www.essencemediacom.com