Beyond the buyer´s journey: the evolution of B2B tech content marketing.

More technology marketers are focused on creating the right content for the right person at the right time – but fewer are crafting content for specific points on the buyer’s journey: in the age of connected buyers, smart targeted content and automated personalized delivery are way more effective that static content modelled around the simplistic representation of a linear buyer journey.

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Valentina Giannella
BRAND GOVERNANCE RELOADED

Once upon a time, brands were invented by some marketing geniuses in closed rooms: they were the result of research, competitors´ analysis and some kind of innate creativity. In that pre-digital era, Brands used to reach customers with few mono-directional, one-to-many, channels. Brands were broadcasters: a brand was a communication tool made to show the superiority of the product to sell. 

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Valentina Giannella
UNIQLO: THE MANAGEMENT PRINCIPLES

A company's value is intrinsically linked to the value it brings to society as a whole. Successful companies must serve society, while a company that does not exist in unity with society and only pursues its bottom line will not survive. To be accepted by employees, suppliers and consumers alike, a company must contribute to society

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Valentina Giannella