Anne Lathouwers

Head of Growth Marketing & Communication, E.ON One

Session: Launching a brand B2B
14:30 - 15:00, April 10th 2024, Deep dive
B2B marketing and branding requires a different strategy and channel mix vs. consumer campaigns. Nevertheless, by utilising the channels in the right way and by being creative, a successful and powerful B2B marketing campaign can be created. E.ON recently launched a new B2B brand, E.ON One, which focusses on software solutions to support the energy transition.

Therefore, in Anne’s session “launching a B2B brand”, she will be sharing:
• How they launched a new E.ON B2B Software brand
• Which marketing channels to use for B2B marketing
• The importance of a full-funnel approach
• Channel tactics for B2B marketing and creative use
• B2B Brand communication
• Differences between B2B and B2C marketing


Anne Lathouwers is a marketing professional with over 13 years of experience in both media agency and client-side roles. She has worked for companies in the United Kingdom, the Netherlands and in Germany, across various sectors such as energy, telco, finance, travel, retail and software. Currently she is Head of Growth Marketing & Communication at E.ON One, a new company part of the E.ON Group. In her current role she built and launched the brand, marketing and communication strategy and team for this new E.ON business. E.ON One offers B2B software solutions to support the energy transition.