PR and marketing firm Edelman announced the launch of Edelman Business Marketing, a unit focused on using integrated marketing to drive revenue growth for B2B clients.
Edelman Business Marketing will bring marketing capabilities including audience development, enterprise branding, channel planning, creative, account-based marketing, marketing automation, sales enablement, experience design and CRM to help B2B companies grow.
Edelman has also named six executives to join the Edelman Business Marketing U.S. leadership team. Joe Kingsbury, managing director, will oversee a team of more than 40 dedicated specialists across the U.S. Additional appoints include: Kate Cooper, senior VP based in Chicago, David Whiting, executive VP based in New York, Ben Laws, executive VP based in Atlanta and Jake Parrillo based in Chicago and who will lead the account-based marketing programme for the US.
Edelman Business Marketing released the 2020 Thought Leadership Impact Study with LinkedIn back in November. The study examined the business-generating impact of publishing quality thought leadership.
Jim O’Leary, practice chair, corporate affairs and advisory services, said: “Client demand for our integrated B2B marketing services has increased dramatically over the past several years. We’ve found that despite significant adoption of martech, many B2B companies are struggling because of a lack of editorial instinct and technology overreliance. Our approach to content marketing is both editorial and data-driven, supporting lead generation, pipeline acceleration and revenue attribution.”
