MSI/ARF B2B Exchange: Content Strategy and B2B Branding

Wednesday, June 4th’s session will focus on the role of content and branding in B2B marketing, facilitated by Christina Kühnl, Professor of Marketing at the University of Stuttgart.

Participants will first hear academic perspectives and insights, followed by a mini presentation from corporate member LinkedIn. Discussion will follow each component.

DISCUSSION TOPICS WILL INCLUDE:

• The shift towards B2B companies becoming content providers and influencers, using thought leadership to guide the customer journey 
• Balancing brand-building with demand generation, especially in industries with long sales cycles 
• The role of content in an increasingly automated sales process, including the influence of social media, peer reviews, and AI on buyer decisions 
• The evolving importance of B2B branding in a landscape driven by bots and automated content discovery 

PARTICIPANTS CAN EXPECT: 

• A discussion-led environment: participants will come with cameras on, prepared to contribute and engage with fellow members and academics 
• Facilitation by the latest, most cutting-edge thinking in marketing science academia 
• An opportunity to overcome obstacles and reframe challenges through exchanging insights with fellow MSI members 
• Actionable insights and takeaways that can be applied to daily work and organizational issues, as well as shared with team members