Imagine you’re blindfolded in an archery contest. How likely are you to hit your target — or any target? Obviously, you’d be unlikely to succeed, and any accuracy would be pure luck. Like archery, ...

At The Drum’s B2B World Fest event in London today, John Brockelman, chief marketing officer at State Street Global Advisors, shares his lessons for creating an effective campaign. In the world of B2B ...