Where to start
In the marketing world, it’s commonly said brands must innovate or die. That applies to B2B brands just as much as consumer brands, and as the world adapts to an ongoing pandemic, change is only accelerating. COVID-19 has made many of us re-evaluate the relationship we have with work, and more of us are blending our personal and professional selves. This means B2B communications must look beyond the job title to see the person behind it.
While in the past B2B brands could generate leads simply by creating a logical argument for why their product was the...