And yet, most B2B marketing looks exactly the same as it did before any of that was proven.
In his latest piece for The Drum, True's Cos Mingides argues that the problem isn't a lack of evidence. It's a lack of conviction. The gap between what B2B marketers know and what they're prepared to stake their credibility on.
This piece is aimed squarely at the senior marketers who have read the frameworks, believe the argument, and are still finding reasons to wait. Whether you're a CMO fighting for long-term brand budget in a performance-obsessed boardroom, or a growth marketer who knows the demand gen ceiling is approaching – this piece names the thing that's actually holding you back.
The marketers prepared to act now, before the rest of the category catches up, are the ones who will be uncatchable.
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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