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FeaturedHow Content Strategy Drives B2B Deals ForwardOne of the most critical components of a successful B2B content strategy is understanding your audience. Not just who they are, but how they think, what drives their decisions, and how they navigate the buying journey. KEEP READING
The Challenger Opportunity: Why Bold Content Levels the B2B Playing Field In B2B marketing, there鈥檚 a lingering myth that legacy always wins: that the company with the biggest name, deepest pockets, and longest history is automatically the best choice. But that鈥檚 not always the case. KEEP READING
The Battle for B2B Influence is Won Before Sales Walks In: Shaping Perception and Engaging Hidden Buyers A 5th century strategist may seem an unlikely reference for today鈥檚 B2B buying cycle, but in fast-paced, competitive markets where technology enables competitors to quickly gain an advantage, and buyers are overwhelmed with information, the ancient strategist had a point. KEEP READING
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Pierre Chandon
L鈥橭r茅al Chaired Professor of Marketing鈥擨nnovation and Creativity at INSEAD; director of the INSEAD-Sorbonne University Behavioral Lab.