Maliha Aqeel on How to Ace B2B Company Culture


Maliha Aqeel, Assistant Director of Brand, Marketing and Communications at Ernst & Young, is understood for being a staunch advocate of the three C’s that drive manufacturers: content material, buyer, and tradition.

But when Maliha sat down with TopRank Marketing’s Joshua Nite for a Break Free B2B interview at Content Marketing World this previous fall, she had one “C” on the prime of her thoughts: tradition, and its function as a driver for each worker and buyer satisfaction. 

“Whether we’re working for someone, or we’re actively purchasing their products, or just engaging with their brand, it matters to us what others think,” she says.

While many staff nonetheless see company tradition as solely a perform of HR, Maliha says this isn’t the case. She believes that every one staff have a accountability to assist propagate and mannequin an organization’s values, each inside and outdoors the group.

In specific, Maliha believes that entrepreneurs are key in cultivating and speaking company tradition. “Marketers and communicators within organizations have to take the charge … Our job is to take all of those values and say, ‘Here’s how it could look. Here’s how the intangible becomes tangible,’” she asserts.

Marketers and communicators inside organizations have to take the cost … Our job is to take all of these values and say, ‘Here’s the way it might look. Here’s how the intangible turns into tangible.’ @MalihaQ on #CompanyCulture #BreakFreeB2B Click To Tweet

Learn how to rating an A in constructing your (B)rand’s (C)ulture by watching Maliha’s interview, which additionally touches on vital matters similar to worker journey maps, the purported dying of electronic mail, and an unlikely upside of social media.

Break Free B2B Interview with Maliha Aqeel

Use the next time markers to skip between matters. We’ve additionally included some helpful excerpts from the dialog under. 

  • 00:24 – The three C’s that drive your model
  • 00:39 – Company tradition isn’t simply an HR initiative
  • 01:54 – B2B firms are beginning to embrace tradition
  • 03:13 – You firm should be thought-about earlier than it may be most well-liked
  • 04:24 – Who leads the cost in the direction of a cultural change?
  • 05:21 – Identifying the foundational values in your company tradition
  • 06:25 – Customers favor to work with firms that share their values
  • 09:40 – The rise of tradition within the age of abundance
  • 11:37 – Culture’s function within the battle for expertise 
  • 13:22 – Marketing’s function in influencing tradition
  • 14:58 – Email just isn’t lifeless (however we’d like to be smarter about how we use it)
  • 16:25 – Segmenting your inside audiences
  • 17:50 – Employee journey maps
  • 19:17 – Building manufacturers by breaking down silos
  • 20:42 – Breaking free in B2B

Josh: Your presentation is on the three C’s that drive your B (or your model), and that’s placing the main target on content material, buyer, and tradition. What do you assume we’re lacking in that equation proper now?

Maliha: Focus on tradition. There’s nonetheless a false impression that tradition is about solely HR. But tradition is one thing that’s pervasive all through the group, and why we select to work someplace, why we select to interact with the model. 

It’s one thing that we will’t all the time see. It’s what I name the intangible as a result of it’s aligned to our values. If your values are that you just favor a sure sort of way of life, and a sure sort of philanthropy or social causes, you routinely begin to search for manufacturers that align with these values since you consider that there’s one thing is frequent with them. And that applies in B2B as effectively, not simply B2C. 

I really feel like that’s one thing entrepreneurs don’t all the time perceive as a result of we focus on understanding the client, ensuring our content material is what they need, however we miss the values piece, and that’s the place the hole can happen. 

Culture is one thing that is pervasive all through the group, and why we select to work someplace, why we select to interact with the model. @MalihaQ on #CompanyCulture #BreakFreeB2B Click To Tweet

Josh: Do you assume there are B2B firms which are successfully growing tradition?

Maliha: I believe they’re beginning to. I’m unsure that every one of them have fairly cracked it but. I actually do see it at EY … When I joined, what I seen was, there was an enormous emphasis on our objective, which is constructing a greater working world. And all the things that we had been doing, we all the time remind ourselves that we had been doing it for that objective. The incontrovertible fact that the shoppers that select to work with us … they consider that it’s vital for firms to be a part of constructing a greater working world. 

Josh: Who leads the cost in the direction of higher tradition?

Maliha: I believe that the cost is absolutely led by the senior management. They have to set the tone from the highest. The tradition comes, in lots of organizations, it’s nonetheless top-down, and I believe it’s going to take time for that to change. Because, simply the way in which organizations are structured, the top-down method works. So I believe they’ve to set the tone. 

But entrepreneurs and communicators inside the organizations have to take the cost. And, they’ve to say, “Okay, we hear you, here’s how we think you should do it. And here’s how we can visualize that for you in the marketplace.” Whether it’s visualizing to the campaigns that we run or visualizing it via the interior communications that we work on, our job is to take all of these values and say, “Here’s how it could look. Here’s how the intangible becomes tangible.”

Josh: Where do you assume that company tradition goes within the subsequent 5 years? What do you assume we’re going to see with manufacturers?

Maliha: I believe we’re going to begin to see that there’s virtually an integration of … advertising and marketing, HR, communications — there’s going to be an integration between them so that you just don’t have silos, working on various things, in their very own little nation. But, moderately, it’s seemingly going to be a broader perform inside a model. And every of them can be anticipated to associate and they are going to be held to account for partnering in the fitting method. Because nobody division owns a model expertise. It’s owned by everybody.

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for extra Break Free B2B interviews. Here are a number of interviews to whet your urge for food:



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