I was hosting a roundtable at the end of last year and we got talking about creative marketing campaigns. Someone said, with an air of frustration: ‘why are all the examples we’re talking about B2C?’ ...

For years, B2B marketing lived in the shadow of its flashier B2C sibling. Consumer brands made headlines with clever campaigns, emotional storytelling, and viral stunts, while B2B stuck to white ...

As B2B marketers plan next year’s campaigns, it has become common practice to analyze past campaigns to understand which programs, channels and content are driving pipeline and revenue. However, many ...

The campaign used to wear the crown of B2B marketing, but is its reign over? Will Green investigates the state of the campaign and asks what, if anything, will rise to take its place Perhaps it speaks ...

The smartest B2B marketers understand this truth, they don’t talk about emotion, they use it as a tool to build successful campaigns.

LinkedIn today introduced CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns. Advertisers can add CTV to their LinkedIn campaigns through a network of partners ...

In today’s B2B environment, campaign management has become too time-consuming and complex to handle manually. Buyers interact with multiple channels, expect tailored communication, and often move ...

B2B marketing too often gets lost under an avalanche of technical jargon, library images, and corporate reports. And despite what consultants and LinkedIn hot takes may want you to believe, your ...

The distinction between B2B and B2C marketing is becoming less pronounced as customer expectations evolve. Today’s consumers demand the same level of personalisation and engagement in their ...

Personalization for customers has become not only accepted but expected in a rapidly advancing technological world. The concept of personalization is simple: People want relevant recommendations that ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. B2B marketers are well aware that their buyers have shifted their behavior online. The ...