Leadership éclairé

B2B marketing blog in 2026: building trust, establishing authority

For more than twenty years, I have watched marketing practices evolve, transform, and sometimes lose momentum. Yet if there is one tool that has survived every wave, it is the blog. I started mine in 2006. ExoB2B’s was created in 2009. Professionally, the more I…. Read More

Published by : Claude Malaison, on February 17th, 2026.

Categories : Blogging, Blogue, Content Marketing, Leadership éclairé -, Marketing de contenu, Thought Leadership

What is the real value of podcasts in B2B marketing strategy?

Podcasts in B2B marketing are an innovative tactical tool. I find it particularly interesting for building trusting relationships. But also to establish your company's authority and engage a professional audience in an authentic and lasting way. According to a 2023 study, 26% of podcast listeners…. Read More

Published by : Claude Malaison, on December 2nd, 2024.

Categories : B2B Marketing, Content Marketing, Leadership éclairé -, Marketing d’influence, Marketing de contenu, Marketing Strategy, Stratégies-marketing, Thought Leadership

We must assert ourselves as Thought Leaders in B2B!

Today, the companies that adopt B2B marketing and are trusted leaders in their fields of expertise must assert this to their target audiences. The companies of the 21st century must assert their position of dominance on several main axes. In particular, as leaders of trusted…. Read More

Published by : Claude Malaison, on March 17th, 2021.

Categories : Content Marketing, Leadership éclairé -, Marketing inbound -, Research & Studies, Thought Leadership