B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus.

• Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement.
• Eloqua has an active voice on the entire spectrum of content marketing.

What happens when a company tries to align with something new to them? It could be a financial software package talking about supply chain management. Or a big cracker brand aligning with back to basics and real food.

In either case, the alignment must be believable. Here is an example that doesn’t make the grade and what B2B marketers can learn from it. [Read more…]