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Some good examples of B2B Marketing: Airtable

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. 

Next up: Airtable. Airtable is software that allows business teams to organise work.

Airtable’s Glorimax Returns film can be found on YouTube at And it’s a rather lovely piece of creative.

I like this video for a number of reasons. First it tells a story that I want to stay with through its two minutes duration. The characters are drawn in an effective short-hand that gets my attention. I’m interested in their charm, their faults, and the divides in the team that they form.

It’s these same fault-lines and the fact that all of the characters are young children that infer that the software that they market is easy to use.

And the story gives Airtable’s multiple use cases chances to shine: collaboration, inventory management, idea curation, project management and so on.


Categories: b2b b2b marketing Creativity storytelling

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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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