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?’ ...

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 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 ...

LinkedIn stands tall as the champion of business-to-business advertising. Boasting a staggering 950 million-plus users worldwide, this platform is about more than professional networking: It's a space ...

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 ...

At The Drum’s B2B World Fest event in London today, John Brockelman, chief marketing officer at State Street Global Advisors, shares his lessons for creating an effective campaign. In the world of B2B ...

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 ...

CTV advertising introduces unique challenges in targeting, measurement and creative supply — and that’s just for B2C brands. Throw in B2B’s long sales cycle, the measurement nuances that come with it ...

The Content2Conversion Conference has grown substantially over the past three years — both in terms of attendees and the content covered during the event. Expanding to four tracks in 2017 — ABM in ...

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 ...

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 ...

It’s no secret that advertising isn’t what it used to be. From streaming services to Instagram stories to traditional website and news sources, the digital ad space has become congested with content ...