By Tony Restell Most B2B content loses the room in the first few lines because it speaks to everyone involved in a purchase, but persuades no one with budget authority. If you want content for B2B decision makers to perform commercially, it has to do more than educate. It has to reduce perceived risk, show …
By Tony Restell Most executive LinkedIn activity fails for a simple reason. It is visible, but not commercially useful. A proper LinkedIn content strategy for executives should do more than collect likes from peers and old colleagues. It should build authority with buyers, shorten trust cycles, support sales conversations and create more of the right …