I was hosting a roundtable at the end of last year and we got talking about creative marketing campaigns. Someone said, with an air of frustration: ‘why are all the examples we’re talking about B2C?’ ...

There’s been a lot of hype about the potential of influencer marketing in B2B, not least from LinkedIn, who have productised this via their platform, but also from the likes of Ogilvy and others. But ...

Digital marketers are under pressure to prove the impact of campaigns and show how strategies tie into bigger business goals.

The distinction between B2B and B2C marketing is becoming less pronounced as customer expectations evolve. Today’s consumers demand the same level of personalisation and engagement in their ...