Thought leadership

To craft effective B2B marketing campaigns in today's recession, focus on proving ROI, using more social/emotional tactics, telling compelling stories backed by data, avoiding corporate jargon, and highlighting sustainability and community efforts.

This article explores key trends shaping the future of B2B marketing and provides insights to help marketers adapt strategies and leverage emerging tech and innovations.

This article explores the buyer's journey in B2B marketing, providing insights on key stages like awareness, consideration, and decision to help marketers guide and influence buyers.

This article discusses the rise of deepfake technology, its potential implications for brands and individuals, the various forms of deepfakes, the legal challenges surrounding them, and the importance of proactive reputation management to mitigate risks.

Taavi Kotka discusses the importance of building a community for a brand, outlining the essential stages and strategies involved in nurturing an engaged and connected customer base.

Cannes Lions' Creative B2B award highlights the importance of emotional storytelling in B2B marketing, driving the need for breakthrough work that builds an emotional connection with customers and boosts brands and careers. Wunderman Thompson recommends standing out, showing up, and speaking out as key approaches to achieve success in B2B campaigns.

While summer can cause a slump in sales due to holidays and fewer leads, sales and marketing teams can utilize this time to improve results through strategies such as scoring leads, experimenting with outreach approaches, encouraging referrals, focusing on upselling, refreshing sales content, and ensuring the team stays proactive, thereby transforming a potential downturn into a thriving season.

A group of top marketers devised a manifesto in London to guide ethical and effective digital marketing, addressing issues such as data obsession, stereotyping, meaningless metrics, lack of quality in ads, and violation of consumer privacy.

If there’s one certainty about the rise of AI in public relations, it’s that AI has the potential to split thinking in our industry, writes Jane Whitham, Director at Altitude PR.