Editor's note: this post was authored by Tsvetan "T." Tsvetkov, SVP of Marketing Effectiveness at Nielsen. Can you recall another event that has brought such drastic change in so little time? For most of us, the answer is an unequivocal “No.” Nothing has upended our collective worlds quite like the COVID-19 pandemic has. For marketers who rely on historical data...
B2B Content Marketing Articles
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Something is wrong with modern advertising. Orlando Wood knew it, but he couldn’t quite put his finger on the disconnect. In 2018, he read an enlightening work from the renowned psychiatrist and neuropsychologist Iain McGilchrist that opened his eyes, and led him down the path to writing his own book exploring the science of creativity in marketing. What’s the...
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Of the many hats worn by a B2B marketer, "change agent" is among the most valued. As primary links between a brand and its audience, we need to understand what's happening around us, analyze the impact and implications, and adapt business strategies in nimble fashion. That's one reason B2B marketers tend to keep a close eye on trends and research – we can't...
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B2B marketing approaches can and do vary widely, but the need to reach and motivate decision makers is one thing that unites pretty...
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It’s hard to think of a sector where creativity and profitability collide more often than they do in marketing. This naturally can...
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Corporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a...
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- Thought Leadership