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 ...

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 ...

Businesses that sell to other businesses typically take a different approach to marketing than B2C businesses do—one that doesn’t involve the standard campaigns marketers in the B2C world use to reach ...

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 ...

Aleksandr Orlov’s ‘simples’ expression is just one example of how great B2C ads have transcended advertising and become part of the vernacular. So why are there no comparable examples in B2B? Alex ...

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 ...

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 ...

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 ...

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 ...