B2B Content Marketing Articles

  • Man working from home on laptop as child plays with blocks nearby

    How Decision Makers Consume Content Today

    September 23, 2020

    B2B marketing approaches can and do vary widely, but the need to reach and motivate decision makers is one thing that unites pretty much all B2B marketers. No matter which strategy you’ve adopted, or which industry you belong to, or which continent you call home, impressing key decision makers is probably a pivotal part of your job. If it’s been a while since...

  • woman at desk

    How to Adapt to a Reduced Marketing Budget

    August 5, 2020

    It’s hard to think of a sector where creativity and profitability collide more often than they do in marketing. This naturally can lead to a lot of valid debates regarding the merits of quantity vs. quality. The truth is, if you’re like most marketers these days and your budget is smaller than usual, facing extreme scrutiny, or both, the best way forward...

  • Frank Cooper and Rob Norman

    BlackRock CMO: Purpose Beyond Profits in a Time of Transition

    August 4, 2020

    Corporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a long time. But this moment in history is making these subjects all the more urgent. As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, Rob Norman, fomer Chief Digital Officer at GroupM,...

  • 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...

  • 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....

  • Happy female marketer looking at camera at home with laptop

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

    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,...