Thought Leadership Articles

  • Woman leaning over laptop on kitchen island

    Making an Impact with Executive Thought Leadership: 3 Cornerstones

    March 31, 2021

    People buy from organizations they trust. Few things are more instrumental in securing brand trust than seeing visible, vocal, and credible company leadership in action. That’s why more and more marketers are placing a heightened emphasis on executive thought leadership. Your brand’s values, culture, and purpose come through much more effectively when the source...

  • Shama Hyder

    Here’s Why Every B2B Company Needs to Get on the Influencer Marketing Train

    March 25, 2021

    Editor’s note: This guest post was contributed by Shama Hyder, CEO of Zen Media. B2B companies must start pursuing influencer marketing in 2021, or they’ll get left behind. Here’s why: Without trade shows and traditional in-person ways to market their products, B2B companies must find an alternative way to build brand recognition and, in turn, drive sales. Most...

  • Woman alone in a meeting room with a phone and looking at a tablet

    Connect the Dots: Creating Demand Through Thought Leadership

    February 9, 2021

    Connectivity and collaboration are critical aspects of a full-funnel marketing approach that sets up modern B2B organizations for success. Just as it is wise to avoid siloed departments and functions in a business operation, it is equally wise to avoid siloed tactics. Too many executives look at branding and demand generation as separate and distinct, when in...

  • Guiding Marketing Principles

    In This Together: Sharing Our COVID-19 Learnings

    March 16, 2020

    Editor's Note: Enjoy this special encore post, which was one of our readers' favorites in 2020. As a communications and marketing...

  • Woman smiling alone in a meeting room

    How to Influence the C-Suite With Thought Leadership Content

    November 9, 2020

    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...

  •  5 Powerful Lessons From The World’s Most Influential CMOs 2020

    5 Powerful Lessons From The World’s Most Influential CMOs ...

    October 2, 2020

    This year changed the rules of engagement for marketing: a global pandemic and a renewed call for action on systemic racism challenged...