B2B Content Marketing Articles

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

    IBM CMO: Agile Teams and Brand Investment Will Be Key to Leading in the Recovery

    May 21, 2020

    As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, B2B Institute Global Director Jann Martin Schwarz interviewed IBM's Michelle Peluso, SVP-Digital Sales and CMO. Michelle leads one of the most iconic global brands overall and certainly one of the most powerful B2B brands. She has had an interesting career with...

  • Content marketer working from home

    Ideas and Examples for Brands to Create Helpful & Relevant Content on LinkedIn

    May 19, 2020

    For content strategists everywhere, striking the right tone and knowing which information is truly useful is a huge challenge right now. And there is no ignoring the elephant in the room: Content and engagement trends from the LinkedIn platform indicate that today’s evolving world of work and the related sub-topics stemming from it are what professionals are...

  • Advertising in a Downturn Revisited

    All-Weather Marketing

    May 7, 2020

    Editor's Note: This post was co-written by Jon Lombardo, Global Lead, The B2B Institute. Join Jon, Peter, and Ty Heath for the webinar, "All Weather Marketing: Weather the Storm and Win Market Share" on May 28. There are good times and there are bad times. Unfortunately, we are now living through bad times, with the COVID-19 pandemic plunging the world into...

  • What’s Trending: Business as (un)Usual

    What’s Trending: Business as (un)Usual

    April 13, 2020

    Marketers are natural-born tinkerers, experimenters, and optimizers. We like to test hypotheses and fail fast so we can make...

  • Top 5 Virtual Events for Marketers

    Going from Physical to Digital: 5 Virtual Marketing Events ...

    April 9, 2020

    With the current state of affairs, marketing conferences are being canceled to protect the safety and well-being of planners and...

  • Favorite Marketing Books

    A Roundup of Our Favorite Books for Marketers

    April 3, 2020

    Our current challenging situation isn’t without a few small silver linings. Though most folks are being encouraged to stay in place...