Once, inclusive language was thought to be a luxury for businesses and their communications. Today, it’s essential. And going forward, it’s professional malpractice if marketers aren’t being intentional about inclusive language and urging their internal and external communications colleagues to do it as well. If your brand and its marketing don’t convey a sense of inclusivity by respecting and reflecting a broad range of perspectives and identities, it may not have a place in tomorrow’s business world. Consumers (and employees) have more voice – and more choice – than they’ve ever had. Dat ..read more

In the very beginning, members of a Palo Alto band became stars of the world’s first livestream video. The date was June 24, 1993. At the time, it was a novelty.  But like so many innovations before it, livestream video eventually became a familiar convenience. Until early 2020, when it became a crucial vehicle for connecting businesses with their audiences. With people stuck inside, live-streaming events popped up everywhere at an accelerated pace. Professionals settled into their WFH setups to attend, and continue to do so. In fact, 6.3 million LinkedIn members have attended virtual ..read more

What does it take for marketers to be able to connect their brand marketing investment with their demand generation efforts? How can they ensure that the awareness and mental availability they’re building flows through into interest and action when the time is right? How can they maximise the ROI of performance marketing by zeroing in on the people they’ve already primed to respond? Connecting brand and demand effectively depends on your campaigns having access to four critical advantages.  The Building Blocks of Brand to Demand Marketing First, you need the ability to reach the right ..read more

Remember those commercials with the slogan, “So easy, a caveman could do it?” They were everywhere in the early 00s, even inspiring a short-lived sitcom based on the 30-second spots. Now: remember what service those commercials were advertising, and for which brand? Many folks would have no trouble remembering the commercials themselves. But there’s a difference between memory, recognition, and resonance. B2B marketers are aiming to establish their brands in the minds of their audiences. They need to build credibility, provide value, and make the connection between the content, the brand ..read more

Planning events is time-consuming. There are schedules to set, speakers to find, marketing to do, creative to develop. Then you must identify your target audience, set performance targets, and optimize everything along the way. The work can feel never-ending.  Right now, event planners are working under shortened planning cycles, waiting for information about how to safely hold in-person events and preparing pivot plans in case of last-minute developments in pandemic safety. Anything that takes manual tasks off your to-do list will help keep your attention free for the big questions ..read more

During times of difficulty and duress, leaders lead. Today’s companies and their decision makers are navigating unprecedented change and uncertainty. B2B marketers have a crucial opportunity to establish their organizations as guiding voices through incisive and insightful thought leadership that stands out from the noise. Are you ready to rise to the occasion? The new 2021 B2B Thought Leadership Impact Study from Edelman and LinkedIn has arrived, and we’re very excited about this year’s edition as it is an especially pivotal time for thought leadership in the business world.  Here ar ..read more

Muck Rack was founded as “LinkedIn for journalists;” a free service for journalists to create a portfolio and showcase their work, and to provide info on what kinds of stories they’re looking for. Today, the platform is also a public relations management platform, helping PR professionals build relationships with journalists, send customized pitches, monitor news, and quantify their impact. Thousands of organizations, including Taco Bell, Pfizer, Golin, International Committee of the Red Cross, Knight Foundation, Kauffman Foundation, and Penguin Random House, use Muck Rack to take their co ..read more

Snowflake’s founders started from scratch and built a data platform that would harness the immense power of the cloud. But their vision didn’t stop there. They engineered Snowflake to power the Data Cloud, where thousands of organizations have seamless access to explore, share, and unlock the true value of their data. Objective Snowflake’s marketing team was preparing for its annual, virtual Summit for data professionals on June 13-16th, 2021. The target number of registrations that the ABM team was looking to drive (out of the global target of 60k) was 2,000 RSVPs— this was significantly ..read more

Financial services firms face a constant battle to win consumer trust. Severely tarnished by the 2008 financial crisis, the whole sector has been criticized for the actions of a few firms, which put financial gains above the interests of customers and society. New regulation, ESG strategies, and thought-leadership marketing programmes have helped FinServ to rebuild its reputation, but it can never be taken for granted, as a recent decline in consumer trust, sparked by the pandemic, shows.   Consumers today arguably have more power than ever, with social media providing a platform ..read more

Since its inception in 2002, LinkedIn has grown to become the central online community for business professionals, with more than 700 million members seeking to connect, network, grow personal brands, and further their careers.  On LinkedIn, your personal profile and content you share can serve to help people understand who you are and what you’re about before their first interaction with you. It’s your calling card, and your chance to virtually look someone in the eye and give them a feel for your skills, experience, career goals, personality, and professional journey.  Here we ..read more