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Explore a day in the life of Nereu Jacob at Edelman Amsterdam—see how they sparks bold ideas, explores global collaboration, and embraces ever-evolving creative challenges in our vibrant Amsterdam office.

Caroline is Finance Director in Edelman’s Public and Government Affairs team in Brussels. She is a key member of both the Belgium Leadership Team and the Public and Government Affairs EMEA Leadership Team, working closely with the CEO, senior management, and regional leadership to shape and implement the financial strategy for Edelman Brussels and the wider EMEA region.​

One of the most critical components of a successful B2B content strategy is understanding your audience. Not just who they are, but how they think, what drives their decisions, and how they navigate the buying journey.

In B2B marketing, there’s a lingering myth that legacy always wins: that the company with the biggest name, deepest pockets, and longest history is automatically the best choice. But that’s not always the case.

A 5th century strategist may seem an unlikely reference for today’s B2B buying cycle, but in fast-paced, competitive markets where technology enables competitors to quickly gain an advantage, and buyers are overwhelmed with information, the ancient strategist had a point.

What if the biggest threat to your next customer win isn't the competition, but the people in the room you never even knew were there?

In today’s complex B2B landscape, buying decisions are rarely made by just one stakeholder. Instead, they’re shaped by a broader group of internal influencers: “hidden buyers.”

Zohran Mamdani’s stunning victory in New York City’s Democratic mayoral primary is a wake-up call for all communicators. Take creators seriously if you want to win the public argument.