Amazing Doesn't Come Easy

Our clients bring amazing things into the world. What fuels us as marketers—on top of our client's ingenuity—are the thinkers, practitioners and creators who are showing us a new way. In this space, every few weeks we share what is capturing our attention—big or small.

1. 100 Years and a Day

The year was 2000. I was meeting with Noubar Afeyan, the entrepreneur, philanthropist, and co-founder of Moderna, just after the first draft of the sequenced human genome had been announced. Our agency was in the heady position of working for Applied Biosystems, who made the world’s fastest gene sequencing platforms, and Celera Genomics, the company racing alongside the NIH to complete the first human sequence. Celera doesn’t score a big mention in the public annals of this race, but I believe the project would have gone years longer without their involvement.

I still remember Afeyan’s office table was piled high with scientific journals, and that he picked one up, glanced at it, and let it slide back into the pile. I asked him, “How long do you think the implications of the sequenced genome will play out?”

He thought for a very short moment. “Probably the next 100 years.”

Fast-forward nearly a quarter-century, and bluebird bio, a direct beneficiary of the Human Genome Project – and another PJA client – has scored big on the genome. They recently received FDA approval for a gene therapy that promises to free thousands of children and adults from the wrenching, endless pain and of sickle cell disease.

?It’s an amazing thing for sure, but not without some major hurdles. Amazing things rarely come easy. In this case:

• Rounds of layoffs at bluebird bio, and the exit of its CEO, as the company does whatever it can to conserve cash
• Stiff payor and hospital resistance to the $3.1 million price tag for bluebird’s sickle cell therapy, based on the frustrating chasm between authorization and reimbursement. This push-and-pull also includes who foots the bill for developing treatment centers to reach the estimated 100,000 Americans with the disease
• Grappling with more than just a payment issue, but a wholesale change to the payment model for care – one and done versus a lifetime of treatment
• Treatment that is still a painful art versus a seamless science, including days of intense chemotherapy and a month-long stay in hospital. As the New York Times recently reported in a profile of 12-year-old Kendric Cromer, “Doctors say that it is agonizingly slow to actually start treating patients.”

This whole DNA story, nearly a century old at this point, is a sobering lesson about the fact that amazing doesn’t come easy. The wheels of time grind slowly. In cases like this one, however, it’s worth every day of struggle.

PJA Author: Hugh Kennedy

2.Rethinking The B2B Buyer’s Journey: Why A Linear Approach No Longer Works

The B2B buyer’s journey has evolved significantly, becoming more complex and non-linear due to technological advances and shifts in buyer behavior. Traditionally seen as a linear funnel, today’s journey involves multiple decision-makers, frequent loops between research and consideration, and various touch points before reaching a purchase decision.

Buyers are now more self-reliant, conducting their own research and seeking more content, but still lean towards familiar brands. This puts pressure on companies to produce content that resonates with different personas within a decision-making team, such as end users, IT professionals, and financial executives. Messaging must be relevant, speak to specific pain points, and offer clear ROI data to appeal to stakeholders at every level.

The content format also matters—buyers prefer materials like case studies, webinars, and white papers that highlight ease of implementation and measurable outcomes. Personalizing content to different personas within a company is critical, as purchasing decisions involve input from various departments.

Additionally, B2B companies must align their sales and marketing teams to create a cohesive strategy, focusing on building trust and demonstrating thought leadership. Establishing credibility through expertise and high-value content can influence early-stage research and position companies as preferred vendors.

Overall, success in the new B2B landscape requires adapting to a dynamic, team-driven decision-making process, producing relevant, easy-to-find content, and leveraging thought leadership to build trust. Read More Here.

PJA Author: Greg Straface

3. Why LinkedIn Is Becoming The Top Platform for Business Leaders

LinkedIn has seen significant growth among C-suite executives, who are increasingly using the platform to engage with a broader audience, particularly in light of declining professional discussions on platforms like X (formerly Twitter). Over the past five years, the number of C-suite professionals on LinkedIn has risen by 35% in the U.S. and 30% in the U.K. Executives are posting more frequently, with a 23% year-over-year increase in CEO posts, which tend to receive four times more engagement than posts from other users.

LinkedIn's algorithm now prioritizes knowledge-sharing content, which has benefited business leaders like Spotify's Daniel Ek, who gained over 130,000 followers in a month. On average, CEOs see a 39% surge in followers after posting. LinkedIn's focus on becoming an influencer-friendly space, with features like its TikTok-style video feed and AI-powered content tools, is making it easier for C-suite professionals to build strong followings without heavy effort in content creation.

Video content, in particular, has become a powerful tool for executives. Video uploads have grown by 34% year-over-year, contributing to a 13% rise in LinkedIn user sessions last quarter. Executives’ videos are among the most engaged content on the platform.

The shift toward LinkedIn is also driven by dissatisfaction with X following executive leadership changes, which has led to a decrease in professional discussion. A survey revealed that 61% of PR professionals plan to increase LinkedIn usage, while 27% expect to reduce their time on X. Overall, LinkedIn is becoming the go-to platform for brands and executives looking to connect with industry leaders. Learn More Here.

PJA Author: Greg Straface