B2B Marketing Articles

  • Annotated marketing career advice

    Asking for a Friend

    December 6, 2018

    Ann Handley is the Wall Street Journal bestselling author of Everybody Writes, the Chief Content Officer at Marketing Profs and one of the pioneers of content marketing as a discipline today. She is also the exclusive advice columnist for Sophisticated Marketer Quarterly magazine, training her wit and wisdom on the marketing dilemmas that our readers face....

  • Announcing the winners for the 2018 LinkedIn Marketing Awards

    And this year’s LinkedIn Marketing Awards go to…

    December 5, 2018

    The moment has finally arrived. We locked our expert judges away at our LinkedIn offices, and asked them to bring their superb range of client and agency experience to bear on deciding the winners of this year’s LinkedIn Marketing Awards. After some fascinating discussions, here are the results: the campaigns that emerged from some very high-quality shortlists...

  • How to give your marketing full-funnel power

    How to give your marketing full-funnel power

    November 26, 2018

    Anybody who’s studied or worked in marketing knows that the choice to buy something is influenced by many different factors – and many different kinds of marketing activity. Brand equity and product awareness combine with more immediate, motivating marketing messages. A buyer’s conscious consideration of options is intertwined with instinctive responses shaped...

  • The audience-building plays that inspire a content marketing evangelist

    The audience-building plays that inspire a content...

    November 23, 2018

    Content marketing varies hugely depending on where in the world you are. Across regions, markets and cultures, marketers encounter...

  • How to create an Oscar-worthy B2B video strategy on LinkedIn

    How to create an Oscar-worthy B2B video strategy on LinkedIn

    November 13, 2018

    Contrary to what some best practice blog posts might claim, there is no one-size-fits-all approach to creating compelling and...

  • Issue 4 is out today - essential reading for any marketer looking to flex full-funnel marketing powers.

    Sharpen your B2B superpowers with Sophisticated Marketer...

    October 31, 2018

    B2B marketers need many superpowers: the ability to build brands and drive awareness, shape the industry agenda, generate demand and...