Marketing has more than its fair share of received wisdom – and B2B marketing arguably has the most of all. There’s the assumption that your campaigns should be targeting the people making buying decisions today; that you must convince them with facts not sway them with emotion; and that you need to put more and more budget into performance marketing and lead...
Posts by Tom Pepper
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- Topics:
- B2B Institute
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It might seem strange to argue that B2B marketers seriously undervalue thought leadership. After all, it has a prominent place in almost every marketing strategy and is a mainstay of B2B content calendars. However, that’s exactly what new thought leadership research in EMEA by Edelman and LinkedIn shows. Marketers may be creating this content at scale, but they...
- Topics:
- Content Marketing,
- B2B Marketing
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One of the greatest challenges in business is for established sector leaders to find the ability to disrupt themselves. On Thursday last week, I was thrilled to host an event with Kantar at LinkedIn’s London offices that brought together innovators and business leaders from across different sectors, to debate whether it’s possible. When the Harvard professor...
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There are many, many different reasons for attending a festival like Advertising Week Europe, which opens its doors at London’s...
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Video opens up a whole new frontier of social engagement - immense storytelling power that allows you to take your message to the next...
- Topics:
- Video,
- Content Marketing,
- B2B Marketing
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It’s that time of year again. When giant catalogues with illustrated covers thud onto desks – and marketers around Europe find...