Trailblazer Shorts

  1. 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.

  2. 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.

  3. 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.

  4. 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.