The demands and expectations of B2B communication and marketing require a specific approach. Our Business Marketing specialists work in close partnership across Communications, Marketing, and Sales teams to align cross-functional objectives and KPIs. This collaboration is what enables us to define and understand the B2B multistakeholder buying-committees to develop and execute strategies and tactics that generate quantifiable value and ROI back to an organization.
Whether it’s building brand recognition or driving demand generation, our team utilizes the full communications and marketing ecosystem paired with robust buyer’s journeys to ensure that the right stakeholders are activated at the right time throughout each engagement.
Leveraging the full communications and marketing ecosystem across both earned and owned channels also means developing a wide range of content. From developing and earning trust, to driving product-specific messaging, we ensure that we have the relevant content throughout the often-long B2B buyer’s journey to help win prospects at all stages of the journey. In the current economic climate, demonstrating value back to customers is more relevant than ever and Edelman’s recent B2B Thought Leadership Impact Report found that 50% of C-suite executives say that high-quality thought leadership has more impact on their purchase decision-making during economic downturns than when times are good.
Our team has deep experience across a wide range of sectors including agriculture, healthcare, energy, financial services, professional services, and trade and development.
Through the Global Edelman Business Marketing team, our Canadian team collaborates with other B2B specialists around the globe, enabling us to surface local insights to craft engaging and authentic content when connecting with an audience abroad.
How has the B2B customer engagement and the role of content and thought leadership evolved from navigating the COVID-19 pandemic to the current potential economic downtown? Read our Edelman – LinkedIn B2B Thought Leadership Studies to learn more.
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Nick Turney, SVP, National Business Marketing Lead
As the lead for Edelman Canada’s business marketing team, Nick understands where content and the ever-growing pallet of media and social tactics come together to deliver meaningful customer-centric experiences.. Working across marketing, sales and communications, he helps his clients align energy and effort towards a common goal while uncovering cost efficiencies. Nick has a proven track record of meeting or exceeding his clients expectations by delivering on quantifiable business and sales goals. His experience ranges across multiple sectors, including financial services, health, automotive, technology, agriculture, logistics, and oil & gas, to name a few.