The current crisis has reduced the size of marketers’ tactical toolkit. In-person events are off the table, and people seem less interested in product-pushing advertising. For all of these reasons and more, content marketing is emerging as 2020’s most valuable tactic. People need advice, information, and entertainment. The best content can combine all three....

What will B2B marketing look like after the height of the current crisis has passed? It won’t be as simple as returning to our pre-pandemic regularly scheduled program. Marketing leaders should be preparing their teams for new changes. We should be strategically planning our next steps, even though it may be a while yet until we make them. Many of the new best...

The conventional wisdom is people are B2B buyers when they’re at work, and B2C consumers at home. That’s been the presumed split in marketing for decades. You have the supposedly analytical, logic-driven buyers of B2B, and the emotion-influenced consumers for B2C, and never the twain shall meet. But what happens when most of your buyers are working at home? How...