B2B Marketing
Many years back – goodness me, it was almost in the last century – I was a Senior Account Director at a long-gone London integrated advertising agency. For my sins, I was put in charge of annual graduate account management recruitment. Each year a new crop of prospective Frank Lowes* would turn up for our …
Continue reading “Why account managers shouldn’t just do as they’re told”
In recent times, CMOs (under pressure from their CFOs and CEOs) have increasingly – wrongly – shifted focus and budget away from long-term brand building, and towards short term growth through sales activation. In part this is because the impact of sales activation is easier to measure (e.g. PPC rates), increasing pressure for MQL volumes …
Continue reading “A refocus on brand as a long-term sales driver”
Last year Peter Weinberg and Jon Lombardo at the LinkedIn B2B institute published their excellent “2030 – B2B Trends” report. Not every B2B marketer will have the time to work through every argument and nugget in the report’s 43 pages which is a shame as it’s closely packed with good advice. So with due deference to …
Over the past few days I’ve been publishing my precis of the excellent LinkedIn B2B 2030 Trends white paper from Peter Weinberg & Jon Lombardo. Parts 1 and 2 can be found here (A Refocus on B2B Brand as a Long Term Sales Driver | LinkedIn) and here (Blockbusbuster B2B Marketing | LinkedIn). This is …
