Great earned campaigns are hard to come by. In B2B, they’re even rarer. With complex ideas to convey and a sales pipeline to build, greatness in B2B is no easy task. So, what are the crucial ingredients that make the best stand out? Is it an eye-watering budget? A controversial point of view? Elon Musk as a mouthpiece?

Last week, we hosted a fireside discussion with Jonathan Bean, award-winning B2B marketer and Chief Marketing Officer at Sinch, a global leader in messaging and mobile customer engagement.

A recording of the event is available below: