Sword and the Script | B2B

DECEMBER 17, 2024

Integrated marketing and genuine thought leadership defined successful marketing teams from the unsuccessful in a year where B2B marketing was chronically underfunded Regular readers know I frequently dive into data studies and marketing surveys. Click any of the images below for a higher resolution.

Statistics 68

Statistics Work Management B2B Thought Leadership Marketing AI 68

Thinkers360

DECEMBER 29, 2024

Find and work with the World’s Premier B2B Thought Leaders, Advisors, Authors, Consultants, Influencers & Speakers (100M+ followers combined). We’ve searched the Thinkers360 Content Library to pick out podcasts on business, technology, and sustainability from Thinkers360 member thought leaders.

Marketing AI 143

Marketing AI Enterprise Management B2B Thought Leadership Thought Leadership 143

Oktopost

JULY 2, 2025

In the era of AI search, B2B marketers face a new mandate: you need to optimize not just for search engines, but for more machines that humans trust. In this article, we explore: How AI search visibility is changing the way B2B buyers discover vendors. LinkedIn : Especially valuable for professional and B2B content.

Webinar Metrics 62

Webinar Metrics SEO Peer-to-peer B2B Thought Leadership 62

Onalytica B2B

AUGUST 23, 2017

Last week we published our white paper called The Definitive Practical Guide to Influencer Relationship Management. First thing’s first- what does the white paper cover? This guide is both definitive and practical (yes you guessed it- hence the name). Dare we call this the influencer marketing bible? So, what is influencer marketing?

Peer-to-peer 192

Peer-to-peer Advertising Agencies Word of Mouth Work Management 192

The ABM Agency

JUNE 19, 2025

Reading Time: 21 minutes The truth is, 1:1 ABM isn’t a one-size-fits-all strategy—it’s a framework that needs to be adapted based on what you’re actually trying to accomplish. Are you trying to change how a prospect thinks about your brand? Build deeper relationships with existing customers? Find expansion opportunities?

Work Management 52

Work Management Enterprise Management Peer-to-peer Marketing Management 52

Onalytica B2B

SEPTEMBER 12, 2017

But what every influencer has in common, is that their opinion and expertise carry weight and influence in the industry, with the brand’s and their competitors’ fate often falling into their hands. In this instalment we take a concise and practical look at the fascinating question: “How do I identify my target influencers?”.

Marketing Management 257

Marketing Management Peer-to-peer B2B Thought Leadership Advertising Agencies 257

Marketing Insider Group

NOVEMBER 18, 2020

The Most Effective B2B Marketing Strategies. In a new report that collected data from hundreds of B2B marketing professionals, the ways in which B2B marketing teams across the nation operate as a majority were brought to light. It’s the foundation, after all. Partner with a Marketing Agency. Partner with a Marketing Agency.

Resource Management 363

Resource Management CMS Development Demand Generation Agencies Work Management 363

CMSWire

JUNE 13, 2025

Our dedicated editorial and research teams focus on bringing you the data and information you need to navigate today's complex customer, organizational and technical landscapes. trillion social media advertising landscape. Marketing operations face major upheaval.

Enterprise Management 99

Enterprise Management Digital Asset Management Marketing Budget Marketing AI 99

Top Rank Marketing

JUNE 24, 2024

B2B thought leadership shows potential buyers that your brand is a credible authority. The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report shows that thought leadership is more crucial now than ever. What Makes B2B Thought Leadership the Most Effective?

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B2B Thought Leadership Thought Leadership Top of Funnel B2B 77

Onalytica B2B

SEPTEMBER 27, 2017

The reason influencer marketing works, is that consumers have much greater trust in individuals than they do brands; they trust humble opinions from their peers more than they do advertising. We know where our target audience are being influenced , so now it’s time to start engaging with influencers on these channels.

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Paid Content Planning Work Management Ad Exchange 219

Inbox Insight

JUNE 9, 2025

Trust matters even more now that B2B buying is increasingly self-directed. With it, B2B tech companies can overcome price sensitivity, shorten sales cycles , and build lasting customer relationships that yield higher lifetime value. In fact, 88% of B2B buyers say they trust brands more when they provide valuable content.

Lead Ranking 52

Lead Ranking Top of Funnel B2B Thought Leadership Ad Building 52

CMSWire

JUNE 13, 2025

Our dedicated editorial and research teams focus on bringing you the data and information you need to navigate today's complex customer, organizational and technical landscapes. We've got you covered. Legacy systems slow down teams and waste valuable time, which causes operational inefficiencies and stalled transformation projects.

Enterprise Management 77

Enterprise Management Digital Asset Management Work Management Marketing Management 77

Thinkers360

JULY 6, 2024

Thought Leadership: The Year’s Most Popular Articles from Thinkers360 Thought Leaders (1H’24) Thought Leader and Influencer Interview Thinkers360 thought leader interviews profile prominent members of the Thinkers360 community who embody the power of ideas in their work.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Advertising Agencies 52

Tomorrow People

NOVEMBER 12, 2018

Every modern marketer aims to understand the client’s challenges, needs, and opinions. Every modern marketer aims to understand the client’s challenges, needs, and opinions. Customer experience is a burgeoning area of B2B marketing, elevating human touch in a world of new technology. How Verint learned to engage with customers.

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Peer-to-peer Ethics B2B Thought Leadership Content Marketing 136

Chris Koch

APRIL 10, 2009

The questions display a healthy distrust for accepted wisdom, which I like, and provide a good test of the thinking behind thought leadership marketing. See what you think of my answers: How did thought leadership initiatives in companies begin? The journals have boards made up of top academics in a given field.

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Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Inbox Insight

APRIL 20, 2023

B2B thought leadership marketing ranks in the top 5 content marketing goal priorities for 42% of B2B marketers , highlighting how quality content from subject matter experts can provide truly valuable insights for B2B buyers. As a result, buyers look for short cuts to help them navigate their decision making.

B2B Thought Leadership 52

B2B Thought Leadership Thought Leadership B2B Marketing Top of Funnel 52

Inbox Insight

JULY 12, 2024

Understanding the complexities of the B2B tech buying process today has never been more crucial. What triggers a tech search among B2B professionals, and how are final purchasing decisions shaped? Company size Organizations with 500 to 999 employees are most represented (26%), followed by firms with 1000 to 2499 employees (17%).

Work Management 52

Work Management Enterprise Management Marketing Management Research 52

seo.co

APRIL 14, 2025

You optimize your website for keywords, fine-tune your meta descriptions, build backlinks , and cross your fingers that Google ranks your content somewhere near the top. But guess what? The search landscape isnt what it used to be. People arent just searching on Google anymore. Theyre using YouTube to find how-to videos. Because they are.

Optimization 69

Optimization SEO Peer-to-peer Amazon 69

Marketing Craftmanship

NOVEMBER 12, 2015

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”. And although this may be true, that response typically fails to convince the prospect, and can even backfire.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

SocialPilot

JUNE 26, 2025

It’s designed specifically for business conversations, which makes it the go-to space for B2B marketing, enterprise growth, and professional brand building. If you’re offering a B2B product or service, this kind of targeting is gold. Build Trust with Thought Leadership: People trust people more than brands.

Social Media 40

Social Media Paid Search Agency Media Top of Funnel 40

Oktopost

JUNE 19, 2020

A CEO committed to personal engagement sends the message, “We’re a company that wants a personal connection with you,” can greatly increase prospects’ confidence in making purchases and recommending products to peers. With all that responsibility, should social media activity be yet another item on a CEO’s to-do list? Absolutely.

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Paid Search Agency Companies B2B Thought Leadership Peer-to-peer 126

Sprout Social

APRIL 23, 2024

LinkedIn is one of the most effective channels for building brand awareness, connecting with customers and establishing thought leadership. Moreover, with 4 out of 5 LinkedIn members driving business decisions, the network is rated #1 for B2B lead generation. As a marketer, you cannot afford to overlook LinkedIn.

Linkedin 121

Linkedin Webinar Metrics Examples B2B Thought Leadership 121

The Point

FEBRUARY 23, 2016

I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. However, very quickly, Webinars became so popular that B2B audiences tired of the medium and became more selective about where to invest their time. What are the keys to a successful survey campaign?

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Customer Surveys Campaigns Tips Peer-to-peer 100

Adobe Experience Cloud Blog

JULY 18, 2013

What started in consumer markets is spreading to B2B industries. At HR.com, human resources professionals can look up peer reviews on prospective service providers and get profiles from Glassdoor.com, which is where people rate the companies they work for. But this is just the beginning. Crowdsourcing has the U.S.

Opinions 48

Opinions Peer-to-peer Work Management B2B Thought Leadership 48

CMSWire

JUNE 23, 2025

Once seen primarily as brand stewards and creative visionaries, CMOs are stepping into a far more expansive role—one that blends data fluency, revenue accountability and cross-functional leadership. The Gist The CMO’s role is transforming. Data and tech are core to success.

Marketing AI 57

Marketing AI Paid Content Enterprise Management Digital Asset Management 57

Marketing Insider Group

JUNE 25, 2014

I have always thought that if life is too short, then our business lives (our careers) are even shorter. And while you never want to hurt anyone’s feelings, or make yourself look stupid, you should always be as candid as possible and share an opinion that might help someone or your business, to move forward. It takes courage.

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Peer-to-peer B2B Thought Leadership Trust Marketing Opinions 100

LEADership

JANUARY 7, 2014

to heads of organizations and associates I work with—I consider myself blessed to encounter these personalities who enlighten me with their thoughts. , to heads of organizations and associates I work with—I consider myself blessed to encounter these personalities who enlighten me with their thoughts. HAPPY NEW YEAR EVERYONE!

B2B Thought Leadership 40

B2B Thought Leadership Thought Leadership Peer-to-peer B2B 40

Oktopost

FEBRUARY 21, 2022

But B2B companies are now understanding another fact: employees can provide much more than their base job productivity. Statistics on Social Selling and Thought Leadership. The State of B2B Social Media Marketing Report ). Jump to a section: Top Employee Advocacy Statistics. The Best Networks for Employee Advocacy.

Statistics 77

Statistics Paid Content B2B Thought Leadership Peer-to-peer 77

Metadata

AUGUST 3, 2021

So we’re teaming up with some of the best B2B marketers we know. As we say internally, it’s “opinions vs. reality.”. And equally importantly, this approach aligned with our POV, which is that we value data over opinions. We’re tired of the fluffy content in our LinkedIn feeds, with no real substance or actionable takeaways.

Webinar Metrics 98

Webinar Metrics B2B Thought Leadership Brand Identity Branding 98

Inbox Insight

FEBRUARY 2, 2021

What is the psychological impact of thought leadership and how might I use this to deliver better content experiences to my target audience? Thought leadership is used by 43% of B2B marketers as a goal priority for their content marketing, according to our recent survey. Reading time: 4 minutes.

Thought Leadership 75

Thought Leadership B2B Thought Leadership Top of Funnel Peer-to-peer 75

SalesIntel

APRIL 24, 2025

Your B2B sales pipeline isn’t wishing well. Why It Matters B2B buyers consume an average of 13 pieces of content before making a purchase decision. You cant just toss in a few leads and hope for the best, crossing your fingers that revenue magically appears. A healthy pipeline requires more than luck. What is Intent Data?

Sales Management 40

Sales Management Top of Funnel B2B Sales Account Based Marketing 40

Chris Koch

FEBRUARY 18, 2011

The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Clearly, there’s a growing hunger for thought leadership in social media. At a minimum, a thought leader must have experience that will sound relevant to your target audience.

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Peer-to-peer Thought Leadership Social Media Storytelling 100

EveryoneSocial

JANUARY 7, 2020

While influencer marketing has been a dominant strategy for B2C brands, its B2B organizations that are realizing the value now. In fact, influencers are just as — if not more important for B2B companies than B2C. And these B2B influencers have the greatest impact on your company’s marketing and overall brand reach. McKinsey ).

Peer-to-peer 71

Peer-to-peer Paid Search Agency B2B Marketing Word of Mouth 71

Strategic-IC

JANUARY 13, 2021

Imagine you can shape the opinion of these companies, the buying committees within them, and the individual decision makers responsible for purchasing. 90% of B2B decision-makers “never” respond to cold outreach, which means traditional sales methods like cold calling simply aren’t going to cut it! Let’s keep imagining.

Account Based Marketing 101

Account Based Marketing Linkedin ABM Webinar Metrics 101

SnapApp

JANUARY 8, 2014

In B2B marketing, calls-to-action are not one size fits all. Let’s explore what works in each channel -- and at the end of the post, don't miss your chance to give your opinion about what works in B2B CTAs (and find out what your peers think). . It’s about B2B Call-To-Actions. B2B CTAs need to be channel specific.

Advertising Channels 83

Advertising Channels Practices B2B Marketing Peer-to-peer 83

Single Grain

APRIL 16, 2025

Marketers can significantly improve overall campaign performance by answering simple questions about their target accounts and how they will build their ABM team. Here are the essential pre-campaign strategies to engage and convert high-value accounts on LinkedIn. This strategy aims to establish and build relationships with high-quality leads.

Account Based Marketing 52

Account Based Marketing ABM Multi-Touch Attribution Top of Funnel 52

Circle Studio

JANUARY 10, 2020

As firms look to optimize their marketing efforts in 2020, it’s imperative that business-to-business (B2B) marketers are laser focused on doing what is most likely to drive growth and make an impact. Here are five to consider: Myth 1: B2C marketing has little relevance in B2B. Myth 2: Content marketing = thought leadership.

Work Management 79

Work Management Marketing Management B2B Thought Leadership Marketing Automation Services 79