Welcome to Inspire B2B 2023, VML’s latest update on the world’s most inspiring B2B brands. This report is grounded in our evidence-based Inspire methodology, a powerful tool that helps us deliver on our purpose of inspiring growth for ambitious brands.
Inspire is a global research initiative that uncovers a never-before-identified connection between brand growth and human inspiration.
To succeed, B2B brands must engage and inspire diverse buying groups. Work done by Binet and Field, and the LinkedIn B2B Institute has identified that B2B brands that make an emotional connection and drive “fame” are just as successful as B2C brands.
This study shows that inspiration is a process, where the brand puts forward a new, positive possibility for people, one that they feel compelled to take advantage of. Based on research into inspiration in the field of motivational psychology, we determined that inspirational brands score highly on three factors: Elevating, Magnetic and Motivating.
James is the EMEA B2B Lead. He has a real passion for creating disruptive ideas in B2B, from digital and content to tech and advertising that break away from the norm, giving him a well-rounded and integrated viewpoint.
Bill is the North America B2B Lead. An integrated marketing executive with a wealth of experience and knowledge in B2B from digital demand generation and ABM to customer relationship management, Bill is a true master of his craft, with a passion for using his skills to help brands thrive.
Virginia is an award-winning Head of Insight and Effectiveness at VML UK. She leads the EMEA Cognitive Intelligence Practice, utilising AI, and psychological insights to craft customer-centric strategies that decipher consumer behaviour and motivations.
