DEI and Leadership in B2B Marketing: Driving Creativity and Innovation
The intersection of diversity, equity, and inclusion (DEI) with leadership emerged as a central theme in a recent conversation hosted by Adzact. The panel delved into how DEI practices influence creativity, foster collaboration, and shape leadership in marketing.
Hosts
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Erica Colson, Global Head of Marketing at BSI
Kate Baker, Senior Marketing Manager for Integrated Campaigns at Zscaler
Nahomi Thavarajah, Senior Product Marketing Manager at Aveva
Driving Creativity Through Inclusivity
The discussion opened with a shared belief in the transformative power of inclusivity for fostering creativity. Kate Baker emphasised the importance of creating environments where all team members, regardless of personality type or background, feel safe to share their ideas. She pointed out that innovation thrives in spaces where diverse voices are valued, and contributions are encouraged through structured processes like lateral thinking brainstorms.
Erica Colson echoed this sentiment, highlighting her team’s use of tools like MBTI (Myers-Briggs Type Indicator) to understand team dynamics. By identifying and accommodating different working styles, her team ensured that quieter members were heard, enriching the creative process. Nahomi Thavarajah added that inclusivity unlocks unique perspectives, enabling the generation of creative ideas that are indispensable to marketing success.
The panellists also addressed the risks of exclusion in creative settings. Kate cautioned against dismissing ideas prematurely, advocating for a “yes, and” culture rather than “yes, but” responses. Erica further noted that psychological safety looks different across cultures and individuals, making it vital for leaders to tailor approaches to their team’s diverse needs.
"Innovation thrives when diverse voices are valued, and structured processes create a safe space for all team members, regardless of personality or background, to share their ideas."" — Kate Baker
The Role of DEI in Leadership
Leadership emerged as another critical avenue for embedding DEI principles. Kate shared her philosophy of adapting leadership styles to individual team members, ensuring they feel supported in their professional development and contributions to projects. Her approach prioritises overcommunication, fostering an environment where ideas are not just shared but nurtured.
Erica built on this by underscoring the need for authenticity in leadership. She described her team’s use of Belbin team role analysis to understand each member’s working preferences and discomforts. This exercise enabled the team to collaborate effectively during periods of organisational change, accommodating each individual’s unique strengths and challenges.
The conversation also touched on the balance between global strategy and local execution, a common challenge in multinational organisations. Nahomi highlighted the importance of incorporating regional feedback early in campaign development, ensuring that global strategies resonate locally. She cited examples of tailoring messaging, visuals, and even regulatory considerations to enhance both engagement and conversion rates.
"Authentic leadership means understanding each team member’s unique strengths and challenges, enabling collaboration that thrives even during organisational change." - Erica Colson
Empathy and Adaptability as Core Leadership Traits
Empathy surfaced repeatedly as a cornerstone of effective leadership. Kate and Nahomi discussed its importance in understanding stakeholder perspectives and managing expectations across functions. Nahomi shared how slowing down and taking time to view situations from others’ perspectives improved her ability to collaborate and pre-empt challenges.
Joaquin introduced the idea of framing problems collaboratively, leveraging team diversity to address challenges comprehensively. He illustrated this with an analogy of tackling a square-shaped problem—diverse perspectives allow a team to address all corners of the issue, avoiding blind spots created by homogeneity.
The Business Impact of DEI
The panelists shared tangible examples of how DEI drives business outcomes. Kate described her work on a campaign that integrated localisation from its inception, involving transcreation agencies and tailoring content for regional markets. The campaign yielded higher adoption rates and significant pipeline generation, demonstrating the commercial benefits of empathetic, thoughtful planning.
Similarly, Erica discussed her team’s shift from global to local webinars, a change that improved lead-to-opportunity conversion rates. By involving local sales and marketing teams early in the process, her team ensured alignment and maximised campaign impact.
"By embracing cultural nuances and feedback from international teams, we create campaigns that are both globally unified and locally relevant, driving deeper engagement and higher conversion rates." — Nahomi Thavarajah
Challenges and the Way Forward
Despite the clear benefits, challenges remain. The panellists acknowledged that fostering inclusivity requires effort, particularly in navigating cultural nuances and balancing global and local priorities. Erica stressed the need for leaders to advocate for their teams, ensuring equitable access to resources and opportunities.
The role of technology in supporting inclusivity was also highlighted. Erica noted how tools like AI can remove blockers for team members, enabling them to focus on their strengths. However, the panellists agreed that leadership remains the key driver of DEI success, requiring deliberate effort and continuous learning.
Conclusion
The discussion underscored that DEI is not just a moral imperative but a business-critical strategy for fostering creativity, driving innovation, and achieving tangible outcomes in B2B marketing. By embedding inclusivity into team dynamics, leadership approaches, and campaign strategies, organisations can unlock the full potential of their teams and achieve lasting success. As Kate aptly summarised, “It’s not rocket science; it’s about thinking ahead and ensuring everyone has a voice.”
Join the Precision Punks Community
Access to the slack community of serious B2B advertisers
Chatham House rules ‘Adzact confidential’ events with peers
Private in-person events in London and New York
Exclusive data & learning resources to build your career
