B2B influencer marketing is now an essential marketing strategy
Influencer marketing budgets continue to gain traction, but more investment is needed for technology, research, and audience analysis to scale programs effectively.
Why B2B brands are letting employees take the mic
Audiences trust people more than they trust logos. And employee-generated content is no longer a marketing experiment – it’s a more effective baseline than brand voice by itself.
“A lot of creative ideas don’t even have a chance to grow… because people don’t want to look stupid. But ultimately safe is self-defeating — because safe can never be memorable.”
Why ROI is undermining B2B marketing effectiveness
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns.
Data-driven, multichannel prospecting strategies come to the forefront
B2B buying cycles are longer and more complex, but marketing and sales teams say they’re now grappling with two additional factors: tighter budgets and increased competition.
Decentralised discoverability: How today’s B2B buyers will find you
Discovery has evolved. It now spans multiple online and offline spaces. Adapting has become more urgent with the decline in search volumes and the rise of zero-click searches.