Featured · Strategy · 4 min read
Micro vs Macro Influencers: Does Reach or Relevance Win in B2B?
Chasing the biggest audience is a consumer marketing habit. It maps onto B2B badly, but not for the reason most people give.
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Field notes on B2B influencers, buyer research, and the formats that will move your pipeline.
Strategy
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B2B Influencer vs Keynote Speaker: Which Should You Book?
Both a B2B creator and a keynote speaker trade on borrowed authority; you're bringing in someone else's credibility to make your event, campaign, or brand feel more trustworthy.
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B2B Influencer Marketing Strategy: How to Choose the Right Partner
Budgets are moving fast. The framework for spending them well is not complicated, but it's easy to skip.
4 min read
Executive Thought Leadership: Why Leaders Are Becoming the Channel
Executives aren't just spokespeople for their companies. Increasingly, they are the channel.