How to reach the changing B2B customer

This article highlights why B2B marketers need to look to B2C for inspiration and considers the impact of younger execs in the C-Suite on B2B content marketing.

The phone rings. It’s a new client and they’re planning a content campaign. They need to get in front of the C-suite and they want to create a whitepaper to do so ...(sigh).

The above exchange is all too common for those working in B2B publishing. Every marketer wants to target business leaders but too many have an outdated vision of how people at C-suite level behave – and how they engage with content. 

Let’s illustrate the problem. If you picture five members of a company’s leadership team, what springs to mind? All too often it will be an image...

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