A recent headline offers a message today’s marketers are wise to take to heart: 95% of B2B buyers are not in the market for your products. This takeaway comes from a recent study carried out by Ehrenberg-Bass for the LinkedIn B2B Institute. The math isn’t all that complicated: Companies change providers of B2B services every five years or so; therefore, only 20%...
Content Marketing Articles
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- Topics:
- Content Marketing,
- B2B Marketing
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Last month’s edition of The Watercooler showed audiences responding to content that explored a new workplace ethos for a post-pandemic world. This month, the focus is on a different aspect of the future: the start-up and investment opportunities created by the disruption of last 18 months. From the rapid growth of digital banking in Latin America to innovative...
- Topics:
- Content Marketing
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If there's one word that best summarizes the evolution of digital marketing from its early days to the current era, I think it would be: intent. When the internet was a shiny new object some 25 years ago, people were fascinated by the ability to reach spectacularly large quantities of folks – all around the world – with a message. In many cases, they didn't care...
- Topics:
- Content Marketing,
- B2B Marketing
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When the world changes, how radically should the way we think about marketing and media strategy change in response to it? The balance...
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Ridley Scott’s 1982 film Blade Runner presents a startling vision of an imagined 2019. Artificial Intelligence and genetics have...
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After the devastation, the disruption and the pivots, a profound and lasting change is coming. That’s the evidence of our latest...
- Topics:
- Content Marketing