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Some good examples of B2B Marketing: Xero

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: Xero. Xero is that rare B2B business that has chosen to market itself on television in prime time – something that would have not have been considered by anyone a few years ago, but which now reflects the way in which the barriers between B2B and B2C are breaking down. The ad consists of a group of people replacing a tyre on a car while it is on the move and you can see it here:-

The central point of the ad reflects the proposition: here is something that won’t get in the way of the central purpose of your business. Accountancy is an enabler of your business not its main point.

Xero’s website reflects the messaging of simplicity and imagery from the television ad and backs it all up with a free trial on the proposition to emphasise the hassle-free approach. I like too the way that client feedback is emphasised on the home page, where all too many businesses make the reader work to find testimonials.

Categories: b2b b2b marketing

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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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