B-to-B

High-Performing B-to-Bs Are Tapping Employees as Frontline Brand Marketers

The 4 keys to empower staff as advocates

To stand out from competitors, build a LinkedIn employee advocacy program.Imagezoo/Getty Images

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

The pandemic forced b-to-b businesses to completely digitize their marketing efforts virtually overnight—and that digitization coincided with the industry’s transition to a more personalized, human-centered approach to marketing.

Human-centered marketing is the strategy for here and now. But marketers are facing new challenges: how to balance making a human connection with prospects and customers through almost exclusively digital channels.

As every CMO knows, to increase revenue your marketing team must establish trust, authority and loyalty with your customers in an authentic way.