Dentsu is set to strengthen its B2B leadership with the appointment of Katy Maloney as Managing Director of B2B, effective January. Maloney brings 13 years of experience at WPP, where she developed expertise across marketing strategy, creative development, media, data, and technology.
Her move comes at a time when B2B marketing is undergoing significant changes, driven by increasingly complex buying journeys, evolving customer expectations, and the growing importance of integrated marketing strategies. Businesses are looking beyond traditional lead generation and focusing on connected approaches that combine brand awareness, audience intelligence, targeted engagement, and measurable business outcomes.
In her new role, Maloney is expected to build on Dentsu B2B’s existing capabilities while bringing together strategic, creative, media, data, and technology expertise to address the changing needs of B2B brands.
Bringing Strategy, Data and Technology Together
One of the key challenges facing B2B marketers today is reaching multiple decision-makers throughout increasingly complex purchasing processes. Buyers often interact with several channels and sources of information before engaging with vendors, making consistent communication and coordinated marketing efforts essential.
Dentsu’s integrated B2B approach aims to connect these different areas of marketing, helping brands create more relevant experiences across the buying journey. Combining data-driven audience insights with creative execution and media capabilities can help businesses improve targeting, strengthen engagement, and create more consistent brand experiences.
A Changing Landscape for B2B Marketing
Maloney’s appointment also reflects the wider transformation taking place across the B2B marketing industry. Companies are increasingly prioritizing account-based marketing, first-party data, personalized content, and cross-channel engagement to build stronger relationships with business audiences.
As B2B buying groups become more diverse and purchasing decisions involve longer evaluation cycles, marketing leaders must align brand positioning with demand generation and customer engagement strategies.
With Maloney joining in January, Dentsu will look to build on its existing B2B heritage and further develop its capabilities around the evolving demands of business-to-business marketing.
The leadership transition highlights the growing importance of integrated strategy, creative, media, data, and technology in helping B2B brands navigate increasingly complex buying environments.