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We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This month, a survey about the value of thought leadership to B2B decision makers, and some intriguing insights into the world of Gen Y and Z.

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How Thought Leadership Impacts B2B Demand Generation

A recent survey of more than 1,300 business decision makers and C-suite executives explores how thought leadership influences their behaviors throughout the B2B purchase process. One finding: Thought leadership has meaningful impact on attracting RFP invitations, creating preference with buyers, and directly contributing to sales wins. View the full study for more intriguing insights.

from Edelman and LinkedIn

All About Generations Y and Z — and How to Reach Them

A new report from Cassandra explores how Generation Ys and Zs are reshaping what it means to live, work, and pay and how companies can leverage new opportunities surrounding youth’s shifting definitions of success across these three key pillars.

from Cassandra

How Microsoft CMO is Reinvigorating His Team

Scott Allen, CMO of Microsoft U.K., begun the transformation of the U.K. marketing team while embracing a top-down approach to changing the culture within the business. In conversation with CMO.com, he talks about the starting point for his team’s digital transformation.

from CMO.com