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He holds no punches, he says; ‘B2B marketers have lost their way, they have chased the money and jumped on the thought leadership bandwagon’.
Why the main objective of agencies is to create fame for their clients. In his opinion, nothing is more important than that fame metric which creates memorability, preference and ultimately buying behaviour.
They not only back this up with hard data from Binet and Field, but it’s also born out of their results for clients like Rockwool, Micro Focus, EY and Yell which have resulted in multiple awards wins.
If you are interested in:
The importance of brand and Fame in B2B marketing then you will find this conversation absolutely fascinating.