Last year when Hootsuite's Sarah Dawley contributed a guest post here highlighting the five most important social media trends of 2020, she noted that private engagement channels – such as messaging apps and closed groups – were fast on the rise. This makes sense, as marketers at large are smartly leaning into personalized one-to-one touchpoints. At LinkedIn,...
B2B Content Marketing Articles
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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...
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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,...
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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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