The New Marketing Mission

How sustainability is redefining the marketer's role

BEGIN MISSION

B2B content doesn’t have to be dry and unengaging.

B2B content doesn’t have to be dry and unengaging.

Your audience deserves better and so do you.

Real thought leadership enables brands to produce content that genuinely influences and inspires their audience. We believe that every B2B marketer should feel empowered to work on campaigns that make a real and lasting impact.

What we do

We help you to plan and deliver content campaigns that pass that test for Real Thought Leadership.

Real thought leadership...

Repositions your brand

Repositions your brand

Use provocative thinking to change the way audiences view your company.

Raises awareness

Raises awareness

Unveil profile-building content that increases share of voice and leads to stronger market share.

Ignites conversations

Ignites conversations

Present timely insight and inspire audiences to take action.

Builds relationships

Builds relationships

Strengthen relationships with existing clients and turn them into loyal advocates.

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Who we help

FT Longitude is part of the Financial Times Group. Our mission is to help brands reach the people who matter.

  • Accenture
  • Aecom
  • Aon
  • BNP Paribas
  • Citi
  • Cognizant
  • Credit Suisse
  • Dentsu Aegis Network
  • EY
  • Hitachi
  • Intrum
  • McKinsey & Company
  • NTT Data
  • Oracle
  • PwC
  • Radisson Hotel Group
  • Siemens
  • Simmons and Simmons
  • TCS
  • Verizon
  • Workday

Case Studies

Brand consideration campaign

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increase in brand consideration

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BRAND ADVOCACY CAMPAIGN

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of top clients engaged by key findings report and other content

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Brand Positioning Campaign

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pieces of key media coverage Europe-wide

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Brand Positioning Campaign

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Increase in brand perception

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Brand awareness campaign

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key articles in targeted local and international media

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Brand Awareness Campaign

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Increase in brand awareness

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How we do it

With the right blend of strategy, insight, campaigns and amplification, we help you to craft content that gets you noticed.

Set up for success

We work with you to understand your challenges — both internal and external — and help you to find the right solutions that address these issues and meet wider business objectives. Whether you’re looking to establish your brand in a new market, launch a new product or grow your client base, we help you to identify the right type of thought leadership and marketing strategy to achieve your goals.

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Find a better story

We know it’s not easy to come up with original ideas, creative editorial and strong insight, or to create a distinctive voice for you and your brand in a crowded content landscape. You need to tell a story and we’re here to help. The best content communicates complex ideas simply and powerfully and helps win hearts as well as minds with its creativity.

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Engage your audience

We help you to create distinctive campaigns, based on real-world data and insight. These campaigns will help you build lasting connections with your audiences, strengthen perceptions of you and your brand, and help you to stay front of mind as an industry leader.

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Reach the people who matter

As part of the Financial Times Group, we can help brands connect with influential business audiences around the world – digitally, in print and in live conferences and forums.

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UPCOMING WEBINAR: The New Marketing Mission

The rise of sustainability and brand purpose signals a dramatic shift in the marketing landscape. Many marketers are only just beginning to sense what this means for their mission and role — now and in the future.

Join us for our latest webinar on December 14 in which we discuss the realities of recalibrating to a new agenda and discuss new research on this unique opportunity for marketers to own the narrative around sustainability.

Register now
UPCOMING WEBINAR: The New Marketing Mission

Our thinking

Q&A: Rob Mitchell on how sustainability has changed B2B marketing

  • By Ben Harrison

Driven by demands from government, customers, investors and regulators, sustainability is now a business imperative. In October 2022, we brought together nearly 100 senior marketers responsible for communicating sustainability at their companies. At the event,…

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How to build a mountain: Why marketers should take inspiration from the Himalayas for their always-on content

  • By Eleanor Savage

FT Longitude editors Eleanor Savage and Thomas Sturge argue that marketers need to look to the Himalayas for inspiration when designing their content programmes, using always-on content to engage and influence their audience over…

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Latest campaigns and real thought leadership examples: Autumn 2022

  • By Emily Taylor Gregory

Months of economic, social and political turmoil continue to present major challenges for businesses and global commerce. But, despite this gloomy backdrop, B2B brands continue to shine a guiding light on how to survive and…

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The customer journey: How has B2B buying changed?

  • By Gareth Lofthouse

The days when strategic business was awarded on the basis of strong personal relationships or impressive sales presentations are long gone. Today, mega trends, such as sustainability, digitalisation and the shift to hybrid working, are…

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Latest campaigns and real thought leadership examples: Summer 2022

  • By Ben Harrison

What’s new in B2B thought leadership? Here’s your round up of thought leadership examples that launched between April to June, which we hope provides you with the inspiration you need to get your…

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Can thought leadership help buyers make better decisions? Q&A with Brent Adamson, expert in customer buying behaviour

  • By Emily Taylor Gregory

For our latest webinar we spoke to Brent Adamson, co-author of The Challenger Sale and frequent contributor to Harvard Business Review. Here, we find out from him how buyers’ behaviour is changing and how…

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