I was at Advertising Week Europe earlier this year when I had an idea. It was an idea about ideas – and more specifically about the type of big, industry-animating ideas that get discussed a lot at Ad Week Europe, the Festival of Marketing and Cannes Lions. The problem with these ideas is this: they’re great to talk about at forums – but does anybody really know what you’re supposed to do with them when it comes to day-to-day marketing?
That’s why I decided that Big Ideas needed a little book – the kind of concise, punchy, action-oriented little book that could take the latest marketing thinking and turn it into tactics for the here and now. I sat down with our Marketing Solutions team, picked out six Big Ideas that we really believe in – and started working out how brands could apply those ideas to their marketing on LinkedIn.
6 Big Ideas that will change the way you think of B2B Marketing is the result. It’s an eBook that looks in detail at the big themes that have dominated marketing festivals this year – and turns them from discussion points into action plans.
So which are the six Big Ideas we think every B2B marketer should be paying attention to and reshaping their strategy around? Here’s our line-up:
Brands with a clear sense of purpose have a significant advantage over those without. But how can you build a more purposeful brand – and what is the most effective strategy for communicating it?
B2B marketing tends to put its faith in rational arguments, but our growing understanding of decision-makers and how they choose is changing that. How can B2B marketers appeal on an emotive level?
Ad blocking is a reaction against the unrestrained use of technology in digital marketing. How can you put the right content in front of the right people while keeping your audience onside?
The simple act of advertising a brand on TV used to be enough to earn your audience’s trust. Not any more. With broadcast media no longer a badge of credibility, how can brands use personalised communications to build trust?
Pushing out ever-increasing amounts of content is often a lazy strategy that’s likely to produce diminishing returns. We look at how putting measurement first can help content marketers be more restrained – and more relevant.
From JK Rowling to Vice, the world’s top content creators are increasingly taking a curation-led approach, providing a ‘story universe’ and framework, and then inviting others to create content within it. What are the risks and opportunities for B2B brands following their lead?
When you apply these ideas to your B2B marketing on LinkedIn, you won’t just increase effectiveness and ROI in the here and now. You’ll also be building stronger and more sustainable brands for the future that anticipate the way the communications landscape is changing. Download 6 Big Ideas that will change the way you think of B2B Marketing to find out how.
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