Cos Mingides, Co-Founder and Head of Effectiveness at True, writes for The Drum on why the traditional B2B marketing playbook – clearer value props, better funnels, more detailed explanation – is no longer fit for purpose.
The data is stark. 68% of B2B buyers already have a preferred vendor before the buying process begins. And 86% of the time, that vendor wins. The decision isn't made in your sales cycle. It's made in the months of fragmented touchpoints that precede it.
The brands that win aren't the ones who explain themselves better. They're the ones the market already knows, likes, and feels safe choosing. Fame isn't a vanity metric – it's the mechanism that reduces perceived risk and makes decisions easier to justify internally.
For commercially accountable CMOs under pressure to prove marketing's business impact, this reframe matters. Brand isn't the soft stuff. It's the commercial risk mitigation strategy you haven't fully invested in yet.
Read the full article on The Drum.
BlogB2B’s Employee Creator Fantasy Needs a Reality Check
In his recent Drum column, Cos Mingides, Co-Founder and Head of Effectiveness at True, argues that B2B marketing has become very good at copying the visible conventions of creator content without necessarily understanding why creators became influential in the first place. Looking like creator content is not the same as creating something people choose to consume.
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