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...