Losing control: how zero-click search affects B2B marketers
Have talked about this previously: A snapshot of how the rise of AI-generated summaries portends big changes in the way brands find buyers and position themselves online.
B2B marketing is finally realising the personalisation at scale B2C has been closer to achieving for years thanks to the arrival of the latest martech and AI advancements
This B2B campaign is a masterclass in proving the effectiveness of a message
Interesting chat around B2B2C with Ricardo Perez of JCDecaux and Daniela Bombonato of David Madrid, around their Marina Prieto campaign.
Influencer marketing in B2B: why it’s time to believe the hype
Because it’s now a significant component in marketing strategy, with more than half of campaign entries in the B2B Marketing Awards having some form of influencer tactic…
How to build the strategic human relationships that drive B2B growth
Will definitely be buying…. Great review around a new book that looks at the argument for the importance of building high-quality person-to-person relationships in B2B.
B2B distributors brace for tariff impact with strategic shifts
No political commentary today. But B2B distributors are deploying inventory management, pricing adjustments, and ops enhancements to navigate the challenges from tariffs.
AI is reshaping B2B content marketing
Mo money, mo’ impact. 60% of marketers said they plan to invest more in AI tools this year across all areas of marketing.
B2B marketing shouldn’t be caged – but is compliance killing creativity?
Most CMOs say that B2B marketing has grown in importance over the last year, but to truly harness its power for business growth requires a shift in perspective. (Gated content)