B2B Content Marketing Articles

  • 7 Great B2B Campaigns

    Get Inspired by 7 of Our Favorite B2B Campaigns from 2019

    January 6, 2020

    Editor's Note: Enjoy this special encore post, which was one of readers' favorites so far in 2020. This post was the first in an occasional LinkedIn Marketing Blog series, "Looking Back to See Forward," that kicked off the year by examining marketing's recent past to see the way forward in 2020 and beyond. Read the next post in the series. Creativity. Impact....

  • Woman working at her desk alone

    Account-Based Marketing Stats Every Strategist Should Know

    July 2, 2020

    A wise person once observed that, generally speaking, whatever comes easy doesn't last, and whatever lasts doesn’t come easy. Admittedly, this adage may seem like an odd choice for starting a post about account-based marketing (ABM). After all, we’re talking about a customized strategy which, by definition, is not supposed to “last” beyond any one target account...

  • Happy female marketer looking at camera at home with laptop

    Halfway Through 2020: A Look Backward and Forward for B2B Marketing

    June 22, 2020

    You’re familiar with SMART goals, right? It’s the acronym people use to assure each goal they go after is Specific, Measurable, Attainable, Relevant, and Time-bound. SMART. Given our current situation, maybe we should all agree to swap out “Relevant” and replace it with “Revisable.” Just for 2020. Because what if revising goals is the only way to keep our...

  • Man working at a kitchen table holding a baby

    Purpose, Empathy and Technology: Marketing During a Crisis

    June 17, 2020

    Editor's Note: This guest post was contributed by Matthew Lieberman, CMO-US/Mexico, for PwC. When a crisis like COVID-19 occurs,...

  • IBM CMO Michelle Peluso and B2B Institute's Jann Martin Schwarz

    IBM CMO: Agile Teams and Brand Investment Will Be Key to...

    May 21, 2020

    As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, B2B Institute Global Director Jann...

  • Content marketer working from home

    Ideas and Examples for Brands to Create Helpful & Relevant ...

    May 19, 2020

    For content strategists everywhere, striking the right tone and knowing which information is truly useful is a huge challenge right...