Thought Leadership Articles

  • 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 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...

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

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

    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 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...

  • 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,...

  • Woman working on a couch holding her baby

    How to Create a Content Strategy for Thought Leadership

    July 27, 2020

    Research shows that B2B decision makers actually rate thought leadership as more important than marketers did, according to the 2019...

  • 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 so far in 2020. As a communications and...

  • 7 Experts Share How Marketing Must in Change in 2020

    December 19, 2019

    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...