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Some good examples of B2B Marketing: 3i

In a world in which Marketing Week can publish its ten nominations for Brand of the Year and be content that not one of them is B2B, it can feel pretty lonely and unloved in the business marketing profession. So it’s time to give a shout out for some of the great work that B2B marketers are doing.

I thought I’d share a few examples and why I like them over the next few posts.

First up: 3i Group. Take a look at this case study they released from a few months back… It’s the XLT video at the bottom of the page

I think the 3i marketing team have a tough job. 3i is an international investment company focusing on private equity and infrastructure meaning that by definition much of what they market is intangible. So all power to them for working to find some nice visible outcomes from their work that would be meaningful to a wide range of their customer base.

This one leads with some powerful comments from the customer – far too few businesses lead with their customer in their marketing – and then goes into explaining what interested 3i about the project, so giving the viewer a sense of their values and whether we might have an opportunity that could interest them. There’s a nice emphasis on the customer relationship in the project. Good to see use of captions to make the video work in social settings too.

Categories: b2b b2b marketing brand customer

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Dave is an experienced global B2B Chief Marketing Officer / Marketing Director with an established reputation for delivering commercial results in start-up, mid-tier, and blue-chip businesses across technology, and business services and professional services sectors.

Dave has worked for major brands such as Telefonica O2, EY, and Barclays and held posts from Chief Marketing Officer to Director of Online, has run his own business, and managed a P&L for a major corporate. He is chair and co-founder of the Business Marketing Club ( - a network of B2B marketers. In 2019, he was named one of the top 100 B2B European marketing leaders ( He is a graduate of Cambridge University, a Chartered Institute of Marketing (CIM) Chartered Marketer and holds a MBA with Imperial College, London. Dave is a keen cyclist and adventure traveller, is married, and lives in Buckinghamshire. You can read his blogs at

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