Katie Martell is an “unapologetic marketing truth-teller” with a knack for engaging B2B buyers where they spend most of their time (ahem, LinkedIn). She has a keen understanding of how marketing and sales professionals use LinkedIn to share relevant, timely, and creative content that customers actually care about — and she was kind enough to share her...

Q: Why should you never let a B2B marketer wrap a birthday present? A: They only use white paper. Marketers used to think of B2B in terms of buttoned-down black and white. You build a logical case for the superiority of your product, and the sales team closes the deal. Just the name “white paper” says it all. We’re not getting fancy here; we’re not playing on...

Forbes released yesterday its 2019 list of “The World’s Most Influential CMOs.” Topping the list, which was compiled in partnership with Sprinklr and LinkedIn, was Unilever’s Keith Weed. In the report that contains the list, Forbes noted how the CMOs are taking advantage of the LinkedIn platform. Of the 50 CMOs on the Forbes list, 47 had LinkedIn profiles....