The 2025 B2B marketing attribution and contribution benchmark
Awesomeness from Kerry Cunningham: While ABM adoption is increasing, measurement is lagging, with most marketers still relying on traditional metrics such as leads and MQLs.
The problem with how B2B marketers use their budget
Too much money spent on production, too little spent on reaching customers. And this imbalance undermines campaign effectiveness.
Why CMOs need a new measurement playbook
A punchy 20-min chat from Drew Neisser and Tequia Burt: How B2B marketing can add real value in a revenue-driven ecosystem, if certain measurement strategies are adopted.
Build a successful B2B business by first engaging consumers
Tips for getting B2C2B right: Take the backroad to a B2B business model by stimulating demand from the bottom up, include leveraging existing communities and nailing content.
How B2B and B2C brands are winning hearts with memory-driven CX
A new wave in CX is gaining traction. Memory-driven CX – using the past to spark joy in the present – is quietly reshaping how brands forge unbreakable customer bonds.
Unlocking profitable B2B growth through gen AI
McKinsey & Company explore seven use cases that show how B2B leaders can maximise benefits and drive sustainable impact with a tailored gen AI strategy.
Buying networks are changing the game for B2B companies
Buying networks is increasingly being used to describe the complex web of relationships that providers must navigate and deliver value to, to market effectively to customers.
Some B2B marketers are banking on their own employees to create content for their brands
Often overlooked: We’re all familiar with user-generated content that’s all over social media now and is often leveraged by businesses – but what about employee-generated content?