Trailblazer Shorts

  1. What Makes A Great Case Study And How To Create Them 7/8/2024

    Wendy Jacobson, owner of Incredible Content, offers insights on how to create great case studies and how to gain the support and participation of your customers.

  2. The Art Of Creating Great Calls To Action 7/8/2024

    Not all CTAs should urge the prospect to buy! Wendy Jacobson, owner of Incredible Content, talks about creating CTAs that are appropriate to the content and aligned with where the prospect is in their buyer's journey. 

  3. B2B Advertising Isn't About Persuading People To Buy 7/8/2024

    John Dawes, from the Ehrenberg-Bass Institute of Marketing Research, explains that only 5% of your target audience is in market and measuring your B2B advertising results against closed sales defies reasoning. A better way to think about it is building memory structures to link your brand with them when they do come into market.

  4. When B2B Buyers Become Ready-To-Buy, They Rely On Their Memories 7/8/2024

    John Dawes, of the Ehrenberg-Bass Institute of Marketing, describes the role that memory plays in the B2B buyer's journey and offers some expert advice to solution providers.

  5. What Is Good Thought Leadership? 4/9/2024

    Annie Dunleavy, SVP & US Head of Content Strategy, Edelman Business Marketing talks about what makes good thought leadership content that engages target audiences.

  6. Elliott Berger, Former CMO At Catalent On Media Buying 2/27/2024

    Media buying is one of Elliott Berger's favorite subjects. What he has to say may surprise you.