Tom Pepper

Posts by Tom Pepper

  • How the pandemic has changed B2B marketing

    How the pandemic has changed B2B marketing

    October 29, 2020

    Editor’s Note: A version of this article originally featured in Raconteur's Future CMO Report in The Times. You can see the full report here. The events of 2020 have hit all marketers hard – but their impact on B2B marketing has been arguably the most significant of all. New research from LinkedIn shows that B2B marketers are more likely to find themselves with...

  • How B2B marketing really drives growth

    How B2B marketing really drives growth

    October 16, 2019

    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...

  • A new study from Edelman and LinkedIn shows the quality of thought leadership content changing buyers’ choices all the way down the funnel

    The most important thought leadership study you’ll see this year

    May 7, 2019

    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...

  • The seven principles of self-disruption that any established brand needs

    The seven principles of self-disruption that any...

    March 22, 2019

    One of the greatest challenges in business is for established sector leaders to find the ability to disrupt themselves. On Thursday...

  • advertising week europe

    Preparing for the future of marketing at Advertising Week...

    March 18, 2019

    There are many, many different reasons for attending a festival like Advertising Week Europe, which opens its doors at London’s...

  • LinkedIn’s top 5 tips for creating video content this Cannes Lions Festival

    A shoestring budget for an award winning creative

    June 15, 2018

    Video opens up a whole new frontier of social engagement - immense storytelling power that allows you to take your message to the next...