This Week in Marketing: Tips From the Insiders

Advice from insiders is always in demand. Audiences are hungry for insight and guidance from people who are deeply experienced and knowledgeable in their subject matter area. As a brand, it’s one of the most valuable things you can provide beyond your product or service.

In this spirit, we’ll take an opportunity to provide you with some unique viewpoints on key topics straight from inside sources. Our latest round-up of top trending content for B2B marketers includes a chief marketing officer speaking on the evolving CMO role, a top analyst from Forrester speaking on content intelligence, a LinkedIn marketer speaking on how to do LinkedIn marketing, and more.?

Read on for insider tips to help your brand showcase its own domain expertise.

What to Read

Wearing the Many Hats of a Modern Chief Marketing Officer (LinkedIn Collective): The CMO role is expanding dramatically in scope and influence, writes 联想 ’s Emily Ketchen from the front line. She explains how marketing leaders are taking on the role of chief growth officers, chief customer officers, brand guardians, data leaders, inspirational team leaders and frontier pioneers.?

The False Allure of B2B Intent Data (MarTech): Intent data is great, writes Liam Moroney , but focusing too much on those who demonstrate purchasing intent can cause brands to overlook the vast proportion of their audience that isn’t yet ready to buy. “If you’re not in the consideration set by the time they come in-market, you are almost certainly already too late.”?

Next-gen B2B Sales: How Three Game Changers Grabbed the Opportunity (McKinsey): Highlighting three key success stories, the authors show how high-performing B2B organizations are leveraging omnichannel sales teams, advanced technology, data analytics and hyper-personalization.??

Age of SGE: How Will AI Affect Search Traffic in the Next Decade? (TopRank Marketing): There have been some lofty estimates and projections thrown around. Harry Mackin breaks down what we know about the impact of AI on a crucial traffic source going forward.

How B2B Marketers Can Wield Content Intelligence To Enter Their Experimentation Era (Demand Gen Report): The team from Demand Gen Report interviewed Forrester VP and Principal Analyst Phyllis Davidson at B2B Marketing Exchange, and shares an excerpt of the conversation here.?

“We need to really understand how our content engages our audience, not just how it contributed to developing a lead. The days of looking at things through a lead standpoint are (hopefully) continuing to fade away as we look at more important factors, regarding influence and impact.” – Phyllis Davidson, Forrester

What to Watch

LinkedIn's Own B2B Go-to-market Strategy (Revealed)

On the B2B Playbook show, George Coudounaris and Kevin Chen were joined by Lucy Sonter , a product marketing manager from LinkedIn, for a behind-the-scenes look at GTM strategy. The interview includes a lot of great discussion around sales alignment, customer insights and more.

What to Know

75% of job seekers consider an employer’s brand before even applying for a job. The way current employees talk on social media about their experience at your company can have a big impact. Find more stats that make the case for the value of employee advocacy.

Make sure to follow the LinkedIn Collective for more insights.