The place to be is B2B: The Drum Network meets Maxwell Painter of Unrival

Maxwell Painter, founder and chief executive of Bristol and London based B2B insight agency Unrival, believes that current trends in consumer marketing such as ‘personalisation’, ‘lifetime customer value’ and ‘influencer marketing’ are simply catching up with techniques that smart B2B marketers have been using for many years.
“I find it funny that, traditionally, B2B marketing has been viewed as less dynamic, less creative, a little bit less ‘sexy&