Every B2B sale has an origin story. Some are low-drama and linear. Most, though, feature a colorful cast of stakeholders and a twisting plot. As buying committees expand and become more meticulous with their processes, an increasing percentage of origin stories are full-scale sagas. B2B deals can and have come together a million different ways. But if you were...
LinkedIn B2B Marketing Articles
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- LinkedIn B2B Marketing
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At U.S. companies of various size and in different industries, B2B leaders know their customers are facing economic uncertainty and pressure to preserve cash–but customers are still seeking unexpected opportunities to strengthen their position. Our new LinkedIn-Edelman collaborative survey of nearly 400 B2B executives in the U.S. was designed to highlight the...
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- LinkedIn B2B Marketing
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As part of the “Taking the Long View — Conversations with The B2B Institute at LinkedIn” series, B2B Institute Global Director Jann Martin Schwarz interviewed GVP and Chief Marketing Officer of Gartner Digital Markets, Kelly Hopping. Kelly has a direct view into how thousands of software and services companies are marketing to SMBs and how that has changed in...
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- LinkedIn B2B Marketing
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“Choose your battles”' is an eternally sage piece of wisdom. If we’re constantly pursuing every opportunity and undertaking that...
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- LinkedIn B2B Marketing
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In June 2020, Australia announced it had officially entered into a recession for the first time in 29 years. With many marketers...
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- LinkedIn B2B Marketing
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Have you ever brought home a new product and opened up the box brimming with excitement, only to find a set of instructions that you...
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- LinkedIn B2B Marketing