Adapting Brands and Thought Leadership: Afiya Addison of the B2B Institute at LinkedIn on Marketing Smarts [Podcast]

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Adapting Brands and Thought Leadership: Afiya Addison of the B2B Institute at LinkedIn on Marketing Smarts [Podcast]


As marketers, one of our primary missions is to help people and encourage positive change. To do so, we need to ensure the content we create is both useful and valuable.

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That’s what Afiya Addison spends her day doing: ensuring marketers can create more value. As part of the B2B Institute (LinkedIn’s only think tank), she works with academics and senior leaders to create content that encourages debate.

In this episode of Marketing Smarts, Afiya shares what she’s seeing from a brand perspective, as well as her experiences with brands that are adapting and thriving.

We talk about thought leadership and what that means from an individual and brand standpoint, as well as what B2B Marketers are struggling with.

Currently, Afiya is…

Two things that successful brands are doing: overcommunicating (Amazon) and building their communities (Peleton).

In Afiya’s words, “Peleton has been absolutely crushing it!” It has a community around its thing. It’s made a product that’s easy to use, easy to access, convenient, and one that makes it easy to get swept up and root for other people. And that’s what we all want out of a community, right? 

Highlights from this episode:

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Dun & Bradstreet Account Based Marketing:

Dun & Bradstreet, a leading global provider of business decisioning data and analytics, enables companies around the world to improve their business performance. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to accelerate revenue, lower cost, mitigate risk, and transform their businesses.



“Marketing Smarts” theme music composed by Juanito Pascual of
Signature Tones.



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