There’s an age-old saying in sales that goes like this: Get to power. It’s based on the idea that unless you’re working directly with someone who has the authority to make or sway the buying decision, your effort is simply too likely to be wasted. The need to get to power may seem obvious to any non-salesperson, but it’s harder than it sounds. Executives by and...
Thought Leadership Articles
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This year changed the rules of engagement for marketing: a global pandemic and a renewed call for action on systemic racism challenged Chief Marketing Officers (CMOs) to engage with employees, customers, and communities in new ways.Their stories made the World’s Most Influential CMOs 2020 report our most important yet. We partnered with Forbes and Sprinklr to...
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- Thought Leadership
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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,...
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- B2B Content Marketing,
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Research shows that B2B decision makers actually rate thought leadership as more important than marketers did, according to the 2019...
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- Thought Leadership
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Editor's Note: Enjoy this special encore post, which was one of our readers' favorites so far in 2020. As a communications and...
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- Thought Leadership
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What do the smartest marketing minds in the world want to see happen in 2020? There’s only one way to find out…ask. In search of...