B2B Content Marketing Articles

  • It’s a priority issue for brands and marketers –but analysis of engagement on LinkedIn shows the complexities and challenges that still remain

    The content setting the agenda on diversity

    June 24, 2019

    Diversity matters: for both businesses and the brands they depend on. Research such as McKinsey’s annual analysis of diversity and financial performance, increasingly links a diverse company leadership to commercial success and profitability. We know that diversity is critical for building compelling employer brands and accessing business-critical skills. It’s...

  • How can B2B brands tell better stories?

    How can B2B brands tell better stories? Join the discussion on Live with Marketers

    June 13, 2019

    What makes a great brand story? And do B2B brands have what it takes to tell one? These are the questions that we’ll be tackling on the next edition of LinkedIn’s Live with Marketers – and we’d love you to be part of the discussion. My colleague Keith Browning and myself will be joining host Grace MacDonald on the Live with Marketers sofa at 2pm GMT on Thursday...

  • Why tech marketers need to think beyond the ITDM

    Why tech marketers need to think beyond the ITDM

    June 5, 2019

    B2B tech marketers are trained to identify, engage and convince IT decision-makers – those all-powerful gatekeepers responsible for deciding what their business needs, deciding on the right supplier and price, and checking that the software and hardware they buy will integrate with the software and hardware they’re already running. And that would have...

  • Are we missing the bigger marketing lessons of the FYRE Festival fiasco?

    Are we missing the bigger marketing lessons of the FYRE...

    April 30, 2019

    As an event marketer, I watched a large portion of the Netflix documentary, FYRE: The Greatest Party that Never Happened, from behind...

  • The Netflix Test: Tidying Up with Marie Kondo

    The Netflix Test: Tidying Up with Marie Kondo

    April 9, 2019

    A couple of weeks ago, our sales and marketing solutions team came up with a theory: that Netflix has a secret policy of commissioning...

  • Missed our first edition of Live with Marketers? Catch up now

    Missed our first edition of Live with Marketers? Catch up...

    April 3, 2019

    Danielle Uskovic, Vidya Subramanian and Nico Lutkins: three LinkedIn marketing leaders with a passion for putting the audience first –...