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B2B Insights PodcastAuthor: B2B International
The B2B Insights Podcast helps marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top. Discover exciting new trends and opportunities, and explore the pressing challenges facing b2b businesses today. Each episode will arm listeners with valuable insights and tactical takeaways on topics such as customer experience, branding, communications effectiveness, product development, go-to-market strategies and much more. Subscribe today for your monthly dose of exclusive insights from the b2b market experts. Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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#69: How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo
Episode 69
Tuesday, 31 March, 2026
In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned. Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions. After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across transport, energy and climate sectors, through a program of brand equity research to understand market perceptions and guide strategic decisions. Hear Simi and Trevor discuss the business challenges prompting the research, the most valuable insights gained, and how the findings helped guide strategic decisions at Ricardo. Key discussion points: Why unbiased external research is essential during acquisitions Understanding and validating the brand equity of an acquired company How research helps reduce post‑acquisition brand confusion Bringing internal teams and acquired employees on the journey Turning insight into strategic, operational and marketing decisions Why objective research prevents costly long‑term mistakes Lessons learned for organizations planning similar brand‑equity projects
