An explainer and overview of the theory of how to identify and deploy those moments in which a buyer will think about buying a category and which aid brand growth and customer retention.
Many B2B marketers focus on ‘content’ rather than advertising, but is that the best thing to do in 2022? For the answer, columnist Samuel Scott interviewed the person who created the term ‘mental availability’, professor Jenni Romaniuk of the Ehrenberg-Bass Institute.
The announcement that Cannes Lions is now celebrating business-to-business (B2B) creativity is good news for agencies and marketers alike, writes Jann Schwarz, global head of the B2B Institute at LinkedIn. Here’s why this is the moment for business marketers to shine on the awards stage and beyond.