About this event
Thought leadership has become a vital tool to help B2B companies win business and capture market share.
Yet too frequently, there’s a poor understanding of how senior decision makers seek out and select strategic partners for their biggest initiatives.
With the right thought leadership strategy, marketers can ensure their firms are top of mind when it comes to delivering digital transformation, sustainable business solutions or a future-ready workplace.
But, to be successful, it’s vital to understand how customers make decisions, and how to plan content and insights that support every step of the customer journey.
In this webinar, you’ll hear from customer journey and thought leadership specialists on how marketers can tailor their content strategy to meet the needs of today’s B2B buyers.
Brent Adamson, one of the world’s leading experts on how brand marketing can support the new customer journey, will discuss how companies can adapt to new customer demands.
FT Longitude’s Rob Mitchell (CEO) and Gareth Lofthouse (CRO) will also share insights from new research on how thought leadership supports B2B buying today. We will also be joined by Elena Hickey Saroli, Global Leader of Insights, Buyers & Network at EY for a panel discussion that brings together all four expert perspectives.
This 60-minute session will cover a range of issues including:
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