Marketing’s Favourite Acronym is having an identity crisis

by Sam Cunliffe | Sep 15, 2025 | Perspectives

This blog was sparked by conversations at Anteriad After Hours: The Death of the MQL, a wine tasting and discussion we hosted along with Anteriad, a global B2B marketing solutions provider. I’m going to open with an uncomfortable question…if you turned off all your...

If it doesn’t drive revenue, why are you still doing it?

by Kiaran Geen | Aug 5, 2025 | Perspectives

Marketing has changed. The days of being a support function are over, and today if you are not driving the conversation about revenue, you’re not driving the business. The most effective B2B marketing leaders aren’t just generating leads, they are shaping...

Plain? Predictable? Think again. B2B marketing is a hot potato

by Jake Hird | Jun 18, 2025 | Perspectives

In the 16th century, the potato was dismissed as weird, bland, and beneath serious consideration. People didn’t understand it. It grew underground. It wasn’t glamorous. In France, it was even blamed for causing leprosy.   And yet, slowly but surely, the...

Why influence in B2B is bigger than just B2B influencers

by Sam Cunliffe | Jun 3, 2025 | Perspectives

In B2B we are drawn to (and enticed by) distinctive differentiated thinking, especially if delivered through a bold headline that causes marketers to pause and rethink their existing strategies. Two such headlines currently dominate the B2B marketing conversation:...

The B2B Benchmark Bias Matrix

by Sam Cunliffe | Apr 16, 2025 | Perspectives

Benchmarks. Helpful? Sometimes. Harmful? Often.They’re meant to offer perspective — on market trends, audience behaviours, performance indicators. And when they’re specific, timely, and relevant to your business, they can be a useful compass.But here’s the problem:...