The mystery deepens. A few days ago, it was a secret Valentine’s letter from Sales to Marketing that appeared in B2B marketing departments everywhere. Then, this morning – a reply! Our Head of Sales came by with a box of heart-shaped cookies that had appeared in the communal area next to his team’s desks. Once again, there was a Valentine’s note attached. This...

It appeared mysteriously in the kitchen area next to the Marketing department, attached to a box of chocolate truffles. The envelope simply read ‘To Marketing’ and where the return address should be was the one word: ‘Sales’. The thing was: none of my colleagues on the sales team knew anything about it. Nobody recognised the handwriting. Nobody had the faintest...

Ask a group of B2B marketers what thought leadership is for, and you’ll get any number of answers. There will be lots of mentions of generating leads, of inbound marketing, of setting the agenda for your sector, of demonstrating leadership, of the value exchange with your customers or potential customers. Some of your companions might mention product marketing,...