— Content under this tag explores various marketing strategies, planning, and execution, with a focus on B2B applications. —
Marketing leaders are overly focused on quantifiable metrics and technology while neglecting the fundamental 'analog' components of their work, according to Wix VP of Marketing Paula Mejia. She argues that the less-discussed elements of process management—such as the clarity of project goals, the qu
Creativity in business-to-business environments is commonly misperceived as an optional luxury reserved for consumer-facing brands. The reality, however, is that it functions as a fundamental necessity for solving complex business problems and communicating value in a saturated marketplace. Companie
If you've ever sat through a sales call explaining a problem you already understood, you've lived the failure this argument describes.
The best marketing advice Ashley Faus ever got came from someone whose job is to break into buildings. That tension reveals something useful about where real creative insight actually comes from.
The partnership between Mercedes-Benz and the windsurfing world is a natural fit, according to athlete and entrepreneur Francisco Goya. He highlights the shared technical nature of both high-performance automobiles and modern windsurfing equipment, suggesting that the brand's engineers likely apprec