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Articles by Nikos Lemanis
Forbes JAPAN 公式サイト（フォーブス ジャパン）
2026年ワールドカップは、多くの点で記憶に残るだろう。とりわけ、大会そのものの規模と複雑さは特筆に値する。過去最多の48チーム、開催国3カ国にまたがる104試合、そして複数のタイムゾーンを横断する国際放送とコミュニケーションの管理が同時進行した。 こうしたオペレーションとテクノロジーの複雑さは、B2Bおよびエンタープライズ企業にとって大きな機会となった。ワールドカップは伝統的に、巨額の予算、マスメディアリーチ、絶大なブランド露出を伴う究極のB2Cブランド戦略の舞台と見なされてきたが、2026年大会では、より静かながらも重要な、B2Bブランドスポンサー・パートナーへのシフトが見られた。 今年のワールドカップは、B2Bおよびエンタープライズブランドにとって、史上最も複雑なロジスティクスとデータ運用を伴うイベントで、自社製品・サービスを実証しストレステストする決定的な機会となった。同時に、他の重要なビジネス・マーケティング上の成果を実現する機会ももたらされた。 ・営業・マーケティングを現場でのイベント・体験と結び付ける ・注目度の高いケーススタディを創出する...
Why The World Cup Was A Turning Point For B2B Brands
Nikos Lemanis is Strategy Director at Luxid Group, an award-winning, agile team of creatives, technologists and marketing strategists. The 2026 World Cup will be remembered for many things, not least for the sheer size and complexity of the tournament. A record 48 teams, 104 matches held across three host nations, and all the while managing international broadcasts and communications across multiple time zones.
B2B Forecasting Is A Guess; Responsiveness Is A Strategy
Nikos Lemanis is Strategy Director at Luxid Group, an award-winning, agile team of creatives, technologists and marketing strategists. getty We find ourselves in unpredictable times, and for B2B marketers, this presents a significant challenge. Until recently, B2B was enjoying a long period of relative stability, coupled with the kind of advancements in channels, technologies and data that gave marketers ever-increasing capabilities to do their jobs.
The Pressure On B2B Marketers To Justify Budget Raises Key Questions
Nikos Lemanis is Strategy Director at Luxid Group, an award-winning, agile team of creatives, technologists and marketing strategists. We’re seeing two potentially contradictory narratives coming from B2B marketing leaders as we move further into 2025. On the one hand, we’re now seeing the results of a somewhat experimental year where growth-at-all-costs industries decided to cut marketing and aim for profit instead of growth.
Council Post: Stories Over Stats: How To Move Beyond Customer Case Studies
Nikos Lemanis is Strategy Director at Luxid Group, an award-winning, agile team of creatives, technologists and marketing strategists. Just5%of people remember a single statistic, but 63% will remember a story. So, you might not remember this statistic (from Heath & Heath), but the story I’m going to tell is one that could have a real impact on your business. Telling powerful stories is surprisingly important in B2B marketing.
Competing for attention: there’s a better way! - MediaCat
Of course, getting and measuring our attention is genuinely about engagement. But as we increasingly focus on the impact of attention, we are playing into a digital world ever more cluttered with platforms and brands and ever more ‘real time’. This begs the question, are we too focused on the immediate impact of attention?
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