MSI/ARF B2B Exchange: Content Strategy and B2B Branding

On June 4, the MSI/ARF B2B Exchange highlighted the role of content and branding in B2B marketing, facilitated by Christina Kühnl, Professor of Marketing at the University of Stuttgart. Participants heard academic perspectives and insights on brand-building, AI, influencers, and the shift towards B2B companies becoming content providers, followed by a mini presentation from LinkedIn. Attendees had the opportunity to engage with fellow members and academics and walked away with actionable takeaways to apply to daily work and organizational issues.