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Date: Mon, 14 Sep 2026 13:30:50 +0000 (UTC)
From: LinkedIn for Marketing via LinkedIn <newsletters-noreply@linkedin.com>
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Subject: This Week in Marketing: B2B Goes Prime Time
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This Week in Marketing

Por LinkedIn for Marketing


Por LinkedIn for Marketing

   =20
   =20
    Leia este artigo no LinkedIn para participar da conversa
Leia no LinkedIn
https://www.linkedin.com/comm/pulse/week-marketing-b2b-goes-prime-time-link=
edin-for-mktg-csqhe?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_news=
letter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&midToken=3DAQGiQ0Jg6wmBAQ&midSig=
=3D00Ub0EcTfG4cs1&trk=3Deml-email_series_follow_newsletter_02-null-0-read_m=
ore_banner_cta_&trkEmail=3Deml-email_series_follow_newsletter_02-null-0-rea=
d_more_banner_cta_-null-g48r~mu1a4evf~eo-null-null&eid=3Dg48r-mu1a4evf-eo
 =20
Written by Brooke Reotutar, Senior Content Producer @ LinkedIn for Marketin=
g=C2=A0 Turn on the TV these days and odds are B2B is already on it. B2B is=
 turning up in places it was never invited before: living room screens, cre=
ator feeds, the kind of candid interviews that used to be reserved for cons=
umer brands.=C2=A0 From a sit-down interview with a CMO who took the big sw=
ings, to a creator with a hot take worth the click, and a case study where =
B2B ads land on an actual living room screen. The thread running through al=
l of it is that the marketers getting attention right now are the ones will=
ing to be watched, to put a face and a point of view where their audience a=
lready is. Grab the popcorn.=C2=A0 What We'll Cover:=C2=A0 =F0=9F=93=BA The=
 plot twist: Forrester on why the go-to-market script we've all been runnin=
g no longer matches the audience.=C2=A0 =F0=9F=8C=9F Brand's comeback tour:=
 why B2B is putting real humans back in the spotlight.=C2=A0 =F0=9F=8D=BF W=
hat B2B can learn from consumer brands=C2=A0=C2=A0 =F0=9F=8E=AC JPMorganCha=
se=E2=80=99s CMO on career-defining risk, and a creator who treats LinkedIn=
 like prime real estate.=C2=A0 =F0=9F=9B=8B=EF=B8=8F Steno and Metadata got=
 B2B onto an actual TV screen, and tied it to results you can report on.=C2=
=A0 What to Read=C2=A0 B2B GTM Strategy: How Go-To-Market Must Change For T=
oday's Buyers (Forrester)=C2=A0 For a long stretch, B2B teams could plan ar=
ound a shared set of assumptions: buyers moved through fairly predictable j=
ourneys, came to providers directly, and left behind enough signals to be t=
racked. Marketing made demand, sales closed it, product shaped the offer, a=
nd customer success kept it. Forrester's argument is that none of those ass=
umptions hold cleanly anymore, and that the operating model built on top of=
 them is overdue for a rethink. Read the full article. 'Human premium': Why=
 are B2B businesses backing brand? (Marketing Week)=C2=A0 Brand has climbed=
 back onto the B2B agenda, and AI is a big reason why. As more of the work =
gets automated, businesses are looking for ways to spotlight the human behi=
nd the strategy and rebuild trust in the process. Emily Manock explains why=
 faster AI adoption makes human insight and brand building more valuable, n=
ot less.=C2=A0Read the article. What B2B Marketers Can Learn From Consumer =
Brands (Chief Marketer)=C2=A0 Former CMO and current president Armin Molavi=
 makes a simple case in this Q&A: spend less airtime on product features an=
d more on genuinely feeling the customer's pain points. It is the habit con=
sumer brands built long ago, and the one B2B teams tend to skip when a spec=
 sheet is close at hand.=C2=A0Read the interview. What to Watch=C2=A0 JPMor=
ganChase CMO on risk, trust, and leading through change (Canva)=C2=A0 Carla=
 Hassan walks through the career-defining risks she has taken and what each=
 one taught her about trust, leadership, and keeping humanity at the center=
 of a brand. It is part of The Brand Edit, Canva's B2B video series on how =
modern marketing leaders build brands people actually believe in.=C2=A0Watc=
h the full interview. Advice from Tech Creator Jean Kang (LinkedIn)=C2=A0 M=
ost people file LinkedIn under job search and stop there. Creator Jean Kang=
 argues that is a costly misread: for her, it has been the most profitable =
platform she uses, and she breaks down how she treats it as a business engi=
ne rather than a resume parking lot.=C2=A0Watch the video. Organic-to-Paid =
Guide virtual session: Sign up (Sept 16)=C2=A0 This session is part of a th=
ree-part webinar series built to drive BOFU consideration among B2B practit=
ioners and decision influencers. If you have accounts underutilizing Linked=
In, not seeing the results they expected, or in need of a nudge toward deep=
er engagement, this is a timely and relevant touchpoint. Join us September =
16 at 1600 GMT / 8 am PT / 11 am ET.=C2=A0Register for the webinar. What to=
 Know=C2=A0 CTV Ads, Proven: Inside the Steno and Metadata Results=C2=A0 Co=
nnected TV has an awareness reputation to shake. Two new case studies show =
what happens when it is pointed at business outcomes instead: Steno and Met=
adata each used LinkedIn's CTV Ads to reach buying committees on the big sc=
reen and tie that reach to measurable results downstream. Worth a read if y=
ou have been asked to justify CTV beyond reach and frequency.=C2=A0
Continue lendo no LinkedIn
https://www.linkedin.com/comm/pulse/week-marketing-b2b-goes-prime-time-link=
edin-for-mktg-csqhe?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_news=
letter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&midToken=3DAQGiQ0Jg6wmBAQ&midSig=
=3D00Ub0EcTfG4cs1&trk=3Deml-email_series_follow_newsletter_02-newsletter_co=
ntent_preview_text-0-readmore_button_&trkEmail=3Deml-email_series_follow_ne=
wsletter_02-newsletter_content_preview_text-0-readmore_button_-null-g48r~mu=
1a4evf~eo-null-null&eid=3Dg48r-mu1a4evf-eo
 =20
     =20

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dth=3D"48"> <a href=3D"https://www.linkedin.com/comm/newsletters/6916827065=
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-md" src=3D"https://media.licdn.com/dms/image/v2/C5612AQFhMu7Xutm6hA/series=
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ble-lspace: 0pt; mso-table-rspace: 0pt;"> <table role=3D"presentation" vali=
gn=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"100%" =
style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-ta=
ble-lspace: 0pt; mso-table-rspace: 0pt;"> <tbody> <tr> <td style=3D"-webkit=
-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt;=
 mso-table-rspace: 0pt;"> <a href=3D"https://www.linkedin.com/comm/newslett=
ers/6916827065082134528?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_=
newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&=
amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_series_follow_newsletter_02=
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series_follow_newsletter_02-newsletter_entity_lockup-0-newsletter_entity_ct=
a-null-g48r~mu1a4evf~eo-null-null&amp;eid=3Dg48r-mu1a4evf-eo" target=3D"_bl=
ank" class=3D"no-underline" style=3D"color: #0a66c2; cursor: pointer; displ=
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ont-size: 16px; font-weight: 600; line-height: 1.25; color: rgba(0, 0, 0, 0=
.9);"> This Week in Marketing </span> </div> </a> </td> </tr> <tr> <td styl=
e=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-=
lspace: 0pt; mso-table-rspace: 0pt;"> <a href=3D"https://www.linkedin.com/c=
omm/newsletters/6916827065082134528?lipi=3Durn%3Ali%3Apage%3Aemail_email_se=
ries_follow_newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQG=
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ewsletter_02-newsletter_entity_lockup-0-newsletter_entity_cta&amp;trkEmail=
=3Deml-email_series_follow_newsletter_02-newsletter_entity_lockup-0-newslet=
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target=3D"_blank" class=3D"no-underline" style=3D"color: #0a66c2; cursor: p=
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class=3D"text-xs text-color-text-low-emphasis leading-regular" style=3D"fon=
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</td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> <tr=
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space: 0pt; mso-table-rspace: 0pt;"> <a href=3D"https://www.linkedin.com/co=
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ce: 0pt; width: 24px;" width=3D"24"> <a href=3D"https://www.linkedin.com/co=
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just: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rs=
pace: 0pt;"> <a href=3D"https://www.linkedin.com/comm/showcase/linkedin-for=
-mktg/?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_newsletter_02%3Bp=
kTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&amp;midSig=3D00Ub=
0EcTfG4cs1&amp;trk=3Deml-email_series_follow_newsletter_02-newsletter_conte=
nt_preview-0-author_&amp;trkEmail=3Deml-email_series_follow_newsletter_02-n=
ewsletter_content_preview-0-author_-null-g48r~mu1a4evf~eo-null-null&amp;eid=
=3Dg48r-mu1a4evf-eo" target=3D"_blank" class=3D"no-underline ml-1" style=3D=
"color: #0a66c2; cursor: pointer; display: inline-block; text-decoration: n=
one; -webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; margin-lef=
t: 8px; text-decoration-line: none;"> <span class=3D"font-sans font-bold te=
xt-sm mb-3 text-color-text-low-emphasis leading-regular" style=3D"margin-bo=
ttom: 24px; font-family: -apple-system, system-ui, BlinkMacSystemFont, 'Seg=
oe UI', Roboto, 'Helvetica Neue', 'Fira Sans', Ubuntu, Oxygen, 'Oxygen Sans=
', Cantarell, 'Droid Sans', 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe U=
I Emoji', 'Segoe UI Symbol', 'Lucida Grande', Helvetica, Arial, sans-serif;=
 font-size: 14px; font-weight: 600; line-height: 1.25; color: rgba(0, 0, 0,=
 0.6);"> LinkedIn for Marketing </span> </a> </td> </tr> </tbody> </table> =
</td> </tr> <tr> <td class=3D"pb-1" style=3D"-webkit-text-size-adjust: 100%=
; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;=
 padding-bottom: 8px;"> <div class=3D"p-3 bg-color-surface-tint rounded-md =
font-sans" data-test-id=3D"newsletter-cta-banner" style=3D"border-radius: 8=
px; background-color: #f5f7f9; padding: 24px; font-family: -apple-system, s=
ystem-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', 'Fira S=
ans', Ubuntu, Oxygen, 'Oxygen Sans', Cantarell, 'Droid Sans', 'Apple Color =
Emoji', 'Segoe UI Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Lucida Gran=
de', Helvetica, Arial, sans-serif;"> <div class=3D"mb-1.5" style=3D"margin-=
bottom: 12px;"> <span class=3D"text-md leading-regular font-bold text-color=
-text" style=3D"font-size: 16px; font-weight: 600; line-height: 1.25; color=
: rgba(0, 0, 0, 0.9);"> Leia este artigo no LinkedIn para participar da con=
versa </span> </div> <table role=3D"presentation" valign=3D"top" border=3D"=
0" cellspacing=3D"0" cellpadding=3D"0" width=3D"100%" class=3D"email-button=
 " data-test-id=3D"email-button" style=3D"-webkit-text-size-adjust: 100%; -=
ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> =
<tbody> <tr> <td valign=3D"middle" align=3D"left" style=3D"-webkit-text-siz=
e-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-tabl=
e-rspace: 0pt;"> <a href=3D"https://www.linkedin.com/comm/pulse/week-market=
ing-b2b-goes-prime-time-linkedin-for-mktg-csqhe?lipi=3Durn%3Ali%3Apage%3Aem=
ail_email_series_follow_newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;mi=
dToken=3DAQGiQ0Jg6wmBAQ&amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_ser=
ies_follow_newsletter_02-newsletter_content_preview-0-read_more_banner_cta_=
&amp;trkEmail=3Deml-email_series_follow_newsletter_02-newsletter_content_pr=
eview-0-read_more_banner_cta_-null-g48r~mu1a4evf~eo-null-null&amp;eid=3Dg48=
r-mu1a4evf-eo" target=3D"_blank" aria-label=3D"Abrir este artigo no LinkedI=
n" class=3D"align-top no-underline " style=3D"color: #0a66c2; cursor: point=
er; display: inline-block; text-decoration: none; -webkit-text-size-adjust:=
 100%; -ms-text-size-adjust: 100%; vertical-align: top; text-decoration-lin=
e: none;"> <table role=3D"presentation" valign=3D"top" border=3D"0" cellspa=
cing=3D"0" cellpadding=3D"0" width=3D"auto" class=3D"border-separate " styl=
e=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-=
lspace: 0pt; mso-table-rspace: 0pt; border-collapse: separate;"> <tbody> <t=
r> <td class=3D"btn-sm btn-primary border-color-brand button-link leading-r=
egular !min-h-[auto] !shadow-none border-1 border-solid" style=3D"-webkit-t=
ext-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; m=
so-table-rspace: 0pt; height: min-content; border-radius: 24px; padding-top=
: 7px; padding-bottom: 7px; padding-left: 16px; padding-right: 16px; text-a=
lign: center; font-size: 14px; font-weight: 600; cursor: pointer; text-deco=
ration-line: none; background-color: #0a66c2; color: #ffffff; border-width:=
 1px; border-style: solid; border-color: #0a66c2; line-height: 1.25; min-he=
ight: auto !important; box-shadow: 0 0 #0000, 0 0 #0000, 0 0 #0000 !importa=
nt;"> <a href=3D"https://www.linkedin.com/comm/pulse/week-marketing-b2b-goe=
s-prime-time-linkedin-for-mktg-csqhe?lipi=3Durn%3Ali%3Apage%3Aemail_email_s=
eries_follow_newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQ=
GiQ0Jg6wmBAQ&amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_series_follow_=
newsletter_02-newsletter_content_preview-0-read_more_banner_cta_&amp;trkEma=
il=3Deml-email_series_follow_newsletter_02-newsletter_content_preview-0-rea=
d_more_banner_cta_-null-g48r~mu1a4evf~eo-null-null&amp;eid=3Dg48r-mu1a4evf-=
eo" target=3D"_blank" tabindex=3D"-1" aria-hidden=3D"true" class=3D"no-unde=
rline" style=3D"color: #0a66c2; cursor: pointer; display: inline-block; tex=
t-decoration: none; -webkit-text-size-adjust: 100%; -ms-text-size-adjust: 1=
00%; text-decoration-line: none;"> <span class=3D"no-underline text-white" =
style=3D"color: #ffffff; text-decoration-line: none;"> Ler no LinkedIn </sp=
an> </a> </td> </tr> </tbody> </table> </a> </td> </tr> </tbody> </table> <=
/div> </td> </tr> <tr data-test-id=3D"newsletter-content-preview--content">=
 <td class=3D"font-sans text-md leading-open text-system-gray-90" style=3D"=
-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspac=
e: 0pt; mso-table-rspace: 0pt; font-family: -apple-system, system-ui, Blink=
MacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', 'Fira Sans', Ubuntu, O=
xygen, 'Oxygen Sans', Cantarell, 'Droid Sans', 'Apple Color Emoji', 'Segoe =
UI Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Lucida Grande', Helvetica,=
 Arial, sans-serif; font-size: 16px; line-height: 1.5; color: #282828;"> <d=
iv data-test-id=3D"publishing-text-block"> <p class=3D"m-0 mt-1.5 text-md l=
eading-open" style=3D"font-weight: 400; margin: 0px; margin-top: 12px; font=
-size: 16px; line-height: 1.5;"> <span class=3D"italic" data-test-id=3D"lit=
tle-text-block" style=3D"font-style: italic;">Written by </span><span class=
=3D"italic" data-test-id=3D"little-text-block" style=3D"font-style: italic;=
"><a href=3D"https://www.linkedin.com/in/brooke-reotutar/" target=3D"_blank=
" class=3D"inline no-underline cursor-pointer text-color-link font-bold" da=
ta-test-id=3D"publishing-text-block-link" style=3D"text-decoration: none; -=
webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; display: inline;=
 cursor: pointer; font-weight: 600; color: #0a66c2; text-decoration-line: n=
one;">Brooke Reotutar,</a></span><span class=3D"italic" data-test-id=3D"lit=
tle-text-block" style=3D"font-style: italic;"> Senior Content Producer @ Li=
nkedIn for Marketing</span><span class data-test-id=3D"little-text-block">=
=C2=A0</span> </p> </div> <div data-test-id=3D"publishing-text-block"> <p c=
lass=3D"m-0 mt-1.5 text-md leading-open" style=3D"font-weight: 400; margin:=
 0px; margin-top: 12px; font-size: 16px; line-height: 1.5;"> <span class da=
ta-test-id=3D"little-text-block">Turn on the TV these days and odds are B2B=
 is already on it. B2B is turning up in places it was never invited before:=
 living room screens, creator feeds, the kind of candid interviews that use=
d to be reserved for consumer brands.=C2=A0</span> </p> </div> <div data-te=
st-id=3D"publishing-text-block"> <p class=3D"m-0 mt-1.5 text-md leading-ope=
n" style=3D"font-weight: 400; margin: 0px; margin-top: 12px; font-size: 16p=
x; line-height: 1.5;"> <span class data-test-id=3D"little-text-block">From =
a sit-down interview with a CMO who took the big swings, to a creator with =
a hot take worth the click, and a case study where B2B ads land on an actua=
l living room screen. The thread running through all of it is that the mark=
eters getting attention right now are the ones willing to be watched, to pu=
t a face and a point of view where their audience already is. Grab the popc=
orn.=C2=A0</span> </p> </div> <div data-test-id=3D"publishing-text-block"> =
<p class=3D"m-0 mt-1.5 text-md leading-open" style=3D"font-weight: 400; mar=
gin: 0px; margin-top: 12px; font-size: 16px; line-height: 1.5;"> <span clas=
s=3D"font-[700]" data-test-id=3D"little-text-block" style=3D"font-weight: 7=
00;">What We'll Cover:</span><span class data-test-id=3D"little-text-block"=
>=C2=A0</span> </p> </div> <div data-test-id=3D"publishing-text-block"> <p =
class=3D"m-0 mt-1.5 text-md leading-open" style=3D"font-weight: 400; margin=
: 0px; margin-top: 12px; font-size: 16px; line-height: 1.5;"> <span class d=
ata-test-id=3D"little-text-block"> <ul class=3D"block mt-2 mr-0 ml-3 p-0" d=
ata-test-id=3D"little-template-list-unordered" style=3D"margin-left: 24px; =
margin-right: 0px; margin-top: 16px; display: block; padding: 0px;"> <li cl=
ass=3D"mt-1.5 ml-2 text-md leading-open text-system-gray-90" style=3D"margi=
n-left: 16px; margin-top: 12px; font-size: 16px; line-height: 1.5; color: #=
282828;"> <span class data-test-id=3D"little-text-block">=F0=9F=93=BA The p=
lot twist: Forrester on why the go-to-market script we've all been running =
no longer matches the audience.=C2=A0</span> </li> <li class=3D"mt-1.5 ml-2=
 text-md leading-open text-system-gray-90" style=3D"margin-left: 16px; marg=
in-top: 12px; font-size: 16px; line-height: 1.5; color: #282828;"> <span cl=
ass data-test-id=3D"little-text-block">=F0=9F=8C=9F Brand's comeback tour: =
why B2B is putting real humans back in the spotlight.=C2=A0</span> </li> <l=
i class=3D"mt-1.5 ml-2 text-md leading-open text-system-gray-90" style=3D"m=
argin-left: 16px; margin-top: 12px; font-size: 16px; line-height: 1.5; colo=
r: #282828;"> <span class data-test-id=3D"little-text-block">=F0=9F=8D=BF W=
hat B2B can learn from consumer brands=C2=A0=C2=A0</span> </li> <li class=
=3D"mt-1.5 ml-2 text-md leading-open text-system-gray-90" style=3D"margin-l=
eft: 16px; margin-top: 12px; font-size: 16px; line-height: 1.5; color: #282=
828;"> <span class data-test-id=3D"little-text-block">=F0=9F=8E=AC JPMorgan=
Chase=E2=80=99s CMO on career-defining risk, and a creator who treats Linke=
dIn like prime real estate.=C2=A0</span> </li> <li class=3D"mt-1.5 ml-2 tex=
t-md leading-open text-system-gray-90" style=3D"margin-left: 16px; margin-t=
op: 12px; font-size: 16px; line-height: 1.5; color: #282828;"> <span class =
data-test-id=3D"little-text-block">=F0=9F=9B=8B=EF=B8=8F Steno and Metadata=
 got B2B onto an actual TV screen, and tied it to results you can report on=
.=C2=A0</span> </li> </ul> </span> </p> </div> <hr data-test-id=3D"publishi=
ng-divider-block" class=3D"my-1 h-[1px] border-0 bg-system-gray-60" style=
=3D"margin-top: 8px; margin-bottom: 8px; height: 1px; border-width: 0; back=
ground-color: #8c8c8c;"> <div data-test-id=3D"publishing-text-block"> <h2 d=
ata-test-id=3D"publishing-text-block-h1" class=3D"font-bold m-0 text-lg tex=
t-system-gray-90 py-1 leading-regular" style=3D"margin: 0px; padding-top: 8=
px; padding-bottom: 8px; font-size: 20px; font-weight: 600; line-height: 1.=
25; color: #282828;"> <span class data-test-id=3D"little-text-block">What t=
o Read=C2=A0</span> </h2> </div> <div data-test-id=3D"publishing-text-block=
"> <p class=3D"m-0 mt-1.5 text-md leading-open" style=3D"font-weight: 400; =
margin: 0px; margin-top: 12px; font-size: 16px; line-height: 1.5;"> <span c=
lass=3D"font-[700]" data-test-id=3D"little-text-block" style=3D"font-weight=
: 700;">B2B GTM Strategy: How Go-To-Market Must Change For Today's Buyers (=
Forrester)=C2=A0</span> </p> </div> <div data-test-id=3D"publishing-text-bl=
ock"> <p class=3D"m-0 mt-1.5 text-md leading-open" style=3D"font-weight: 40=
0; margin: 0px; margin-top: 12px; font-size: 16px; line-height: 1.5;"> <spa=
n class data-test-id=3D"little-text-block">For a long stretch, B2B teams co=
uld plan around a shared set of assumptions: buyers moved through fairly pr=
edictable journeys, came to providers directly, and left behind enough sign=
als to be tracked. Marketing made demand, sales closed it, product shaped t=
he offer, and customer success kept it. Forrester's argument is that none o=
f those assumptions hold cleanly anymore, and that the operating model buil=
t on top of them is overdue for a rethink. </span><span class data-test-id=
=3D"little-text-block"><a href=3D"https://www.forrester.com/bold/b2b-gtm-st=
rategy/" target=3D"_blank" class=3D"inline no-underline cursor-pointer text=
-color-link font-bold" data-test-id=3D"publishing-text-block-link" style=3D=
"text-decoration: none; -webkit-text-size-adjust: 100%; -ms-text-size-adjus=
t: 100%; display: inline; cursor: pointer; font-weight: 600; color: #0a66c2=
; text-decoration-line: none;">Read the full article.</a></span> </p> </div=
> <span>...</span> </td> </tr> <tr> <td class=3D"pt-2 no-underline" style=
=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-l=
space: 0pt; mso-table-rspace: 0pt; padding-top: 16px; text-decoration-line:=
 none;"> <table role=3D"presentation" valign=3D"top" border=3D"0" cellspaci=
ng=3D"0" cellpadding=3D"0" width=3D"100%" class=3D"email-button series-cont=
ent-preview__bottom-cta" data-test-id=3D"email-button" style=3D"-webkit-tex=
t-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso=
-table-rspace: 0pt;"> <tbody> <tr> <td valign=3D"middle" align=3D"left" sty=
le=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table=
-lspace: 0pt; mso-table-rspace: 0pt;"> <a href=3D"https://www.linkedin.com/=
comm/pulse/week-marketing-b2b-goes-prime-time-linkedin-for-mktg-csqhe?lipi=
=3Durn%3Ali%3Apage%3Aemail_email_series_follow_newsletter_02%3BpkTJKHlqTYyY=
1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&amp;midSig=3D00Ub0EcTfG4cs1&=
amp;trk=3Deml-email_series_follow_newsletter_02-newsletter_content_preview-=
0-readmore_button_&amp;trkEmail=3Deml-email_series_follow_newsletter_02-new=
sletter_content_preview-0-readmore_button_-null-g48r~mu1a4evf~eo-null-null&=
amp;eid=3Dg48r-mu1a4evf-eo" target=3D"_blank" aria-label=3D"Abrir This Week=
 in Marketing no LinkedIn" class=3D"align-top no-underline " style=3D"color=
: #0a66c2; cursor: pointer; display: inline-block; text-decoration: none; -=
webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; vertical-align: =
top; text-decoration-line: none; width: 100%;"> <table role=3D"presentation=
" valign=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"=
100%" class=3D"border-separate " style=3D"-webkit-text-size-adjust: 100%; -=
ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; bo=
rder-collapse: separate; width: 100%;"> <tbody> <tr> <td class=3D"btn-md bt=
n-secondary-emphasis border-color-brand button-link leading-regular !min-h-=
[auto] !shadow-none border-1 border-solid font-sans" data-test-id=3D"newsle=
tter-content-preview-redesign-bottom-cta" style=3D"-webkit-text-size-adjust=
: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace=
: 0pt; height: min-content; border-radius: 24px; padding-top: 12px; padding=
-bottom: 12px; padding-left: 24px; padding-right: 24px; text-align: center;=
 font-size: 16px; font-weight: 600; cursor: pointer; text-decoration-line: =
none; background-color: rgba(0, 0, 0, 0); color: #0a66c2; border-width: 1px=
; border-style: solid; border-color: #0a66c2; font-family: -apple-system, s=
ystem-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', 'Fira S=
ans', Ubuntu, Oxygen, 'Oxygen Sans', Cantarell, 'Droid Sans', 'Apple Color =
Emoji', 'Segoe UI Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Lucida Gran=
de', Helvetica, Arial, sans-serif; line-height: 1.25; min-height: auto !imp=
ortant; box-shadow: 0 0 #0000, 0 0 #0000, 0 0 #0000 !important;"> <a href=
=3D"https://www.linkedin.com/comm/pulse/week-marketing-b2b-goes-prime-time-=
linkedin-for-mktg-csqhe?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_=
newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&=
amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_series_follow_newsletter_02=
-newsletter_content_preview-0-readmore_button_&amp;trkEmail=3Deml-email_ser=
ies_follow_newsletter_02-newsletter_content_preview-0-readmore_button_-null=
-g48r~mu1a4evf~eo-null-null&amp;eid=3Dg48r-mu1a4evf-eo" target=3D"_blank" t=
abindex=3D"-1" aria-hidden=3D"true" class=3D"no-underline" style=3D"color: =
#0a66c2; cursor: pointer; display: inline-block; text-decoration: none; -we=
bkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; text-decoration-li=
ne: none; width: 100%;"> <span class=3D"no-underline text-color-brand" styl=
e=3D"color: #0a66c2; text-decoration-line: none;"> Continue lendo no Linked=
In </span> </a> </td> </tr> </tbody> </table> </a> </td> </tr> </tbody> </t=
able> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </t=
r> </tbody> </table> </td> </tr> </tbody> </table> </div> </td> </tr> <tr> =
<td class=3D"bg-color-background-canvas p-3" style=3D"-webkit-text-size-adj=
ust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rsp=
ace: 0pt; background-color: #f3f2f0; padding: 24px;"> <table role=3D"presen=
tation" valign=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" wid=
th=3D"100%" class=3D"text-xs" style=3D"-webkit-text-size-adjust: 100%; -ms-=
text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; font-=
size: 12px;"> <tbody> <tr> <td class=3D"pb-1 m-0" data-test-id=3D"email-foo=
ter__intended" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjus=
t: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; margin: 0px; padding=
-bottom: 8px;"> Este e-mail foi enviado a Fabio J. Odon (CEO &amp; Brand Ma=
nager) </td> </tr> <tr> <td class=3D"pb-1 m-0" style=3D"-webkit-text-size-a=
djust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-r=
space: 0pt; margin: 0px; padding-bottom: 8px;"> <a href=3D"https://www.link=
edin.com/help/linkedin/answer/4788?lang=3Dpt&amp;lipi=3Durn%3Ali%3Apage%3Ae=
mail_email_series_follow_newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;m=
idToken=3DAQGiQ0Jg6wmBAQ&amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_se=
ries_follow_newsletter_02-SecurityHelp-0-footerglimmer&amp;trkEmail=3Deml-e=
mail_series_follow_newsletter_02-SecurityHelp-0-footerglimmer-null-g48r~mu1=
a4evf~eo-null-null&amp;eid=3Dg48r-mu1a4evf-eo" target=3D"_blank" class=3D"t=
ext-inherit underline" style=3D"cursor: pointer; display: inline-block; tex=
t-decoration: none; -webkit-text-size-adjust: 100%; -ms-text-size-adjust: 1=
00%; color: inherit; text-decoration-line: underline;">Saiba por que inclu=
=C3=ADmos isso.</a> </td> </tr> <tr> <td class=3D"pb-1 m-0" style=3D"-webki=
t-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt=
; mso-table-rspace: 0pt; margin: 0px; padding-bottom: 8px;">Voc=C3=AA est=
=C3=A1 recebendo e-mails de notifica=C3=A7=C3=A3o do LinkedIn. Outras pesso=
as podem ver que voc=C3=AA =C3=A9 assinante.</td> </tr> <tr> <td class=3D"p=
b-1 m-0" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100=
%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; margin: 0px; padding-botto=
m: 8px;"> <a href=3D"https://www.linkedin.com/series-notifications/?action=
=3Dunsubscribe&amp;memberToken=3DADoAAAALeXsBXxE9tthm5qewcWzRgyMT6NsQ6pg&am=
p;newsletterId=3D6916827065082134528&amp;newsletterTitle=3DThis Week in Mar=
keting&amp;lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_newsletter_02=
%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&amp;midSig=3D=
00Ub0EcTfG4cs1&amp;ek=3Demail_series_follow_newsletter_02&amp;e=3Dg48r-mu1a=
4evf-eo&amp;eid=3Dg48r-mu1a4evf-eo&amp;m=3Dunsubscribe&amp;ts=3DfooterGlimm=
er&amp;li=3D0&amp;t=3Dplh" target=3D"_blank" class=3D"text-inherit underlin=
e" style=3D"cursor: pointer; display: inline-block; text-decoration: none; =
-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; color: inherit;=
 text-decoration-line: underline;">Cancelar inscri=C3=A7=C3=A3o</a> =C2=A0=
=C2=A0=C2=B7=C2=A0=C2=A0 <a href=3D"https://www.linkedin.com/help/linkedin/=
answer/67?lang=3Dpt&amp;lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_=
newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=3DAQGiQ0Jg6wmBAQ&=
amp;midSig=3D00Ub0EcTfG4cs1&amp;trk=3Deml-email_series_follow_newsletter_02=
-help-0-footerglimmer&amp;trkEmail=3Deml-email_series_follow_newsletter_02-=
help-0-footerglimmer-null-g48r~mu1a4evf~eo-null-null&amp;eid=3Dg48r-mu1a4ev=
f-eo" target=3D"_blank" data-test-help-link class=3D"text-inherit underline=
" style=3D"cursor: pointer; display: inline-block; text-decoration: none; -=
webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; color: inherit; =
text-decoration-line: underline;">Ajuda</a> </td> </tr> <tr> <td class=3D"p=
b-1" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; m=
so-table-lspace: 0pt; mso-table-rspace: 0pt; padding-bottom: 8px;"> <a href=
=3D"https://www.linkedin.com/comm/feed/?lipi=3Durn%3Ali%3Apage%3Aemail_emai=
l_series_follow_newsletter_02%3BpkTJKHlqTYyY1uibeV1Ayg%3D%3D&amp;midToken=
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llow_newsletter_02-footer-0-logoGlimmer&amp;trkEmail=3Deml-email_series_fol=
low_newsletter_02-footer-0-logoGlimmer-null-g48r~mu1a4evf~eo-null-null&amp;=
eid=3Dg48r-mu1a4evf-eo" target=3D"_blank" style=3D"color: #0a66c2; cursor: =
pointer; display: inline-block; text-decoration: none; -webkit-text-size-ad=
just: 100%; -ms-text-size-adjust: 100%;"> <img src=3D"https://static.licdn.=
com/aero-v1/sc/h/9ehe6n39fa07dc5edzv0rla4e" alt=3D"LinkedIn" class=3D"block=
 h-[14px] w-[56px] image-rendering-crisp" style=3D"outline: none; text-deco=
ration: none; image-rendering: -moz-crisp-edges; image-rendering: -o-crisp-=
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x; width: 56px;" width=3D"56" height=3D"14"> </a> </td> </tr> <tr> <td data=
-test-copyright-text style=3D"-webkit-text-size-adjust: 100%; -ms-text-size=
-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> =C2=A9 2026 =
LinkedIn Ireland Unlimited Company, Wilton Plaza, Wilton Place, Dublin 2 - =
Irlanda. LinkedIn =C3=A9 um nome comercial registrado da LinkedIn Ireland U=
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kedIn s=C3=A3o marcas registradas do LinkedIn. </span> </td> </tr> </tbody>=
 </table> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> <img =
alt role=3D"presentation" src=3D"https://www.linkedin.com/emimp/ip_WnpRNGNp=
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HVnlYekF5OmRYSnVPbXhwT214cGJtdGxaRWx1UVhKMGFXTnNaVG8zTlRBME1qYzBNVFUwTXpVMU=
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ation-mode: bicubic; width: 1px; height: 1px;" width=3D"1" height=3D"1"> </=
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