Stop chasing names and start targeting buyers ready to buy. AI-powered relevance tools let teams focus content, align with sales and close deals faster. Shama Hyder on August 12, 2025 Remember when “personalization” was the holy grail of B2B marketing? Marketers worldwide bought into the idea that if they could customize enough emails, tailor … Continue reading Why AI-powered relevance is replacing personalization in B2B marketing
The advertisers are back, thanks to Elon Musk’s relationship with President Trump. But the audience never left — and that includes B2B buyers. Constantine von Hoffman on July 18, 2025 X (formerly Twitter) has changed a lot in the past couple of years, and for B2B marketers, it may not feel like the obvious … Continue reading B2B marketing on X: What you need to know
The whole world is changing. B2B marketing, not so much. Here’s a swift kick in the pants to get us going. Scott Hornstein on April 30, 2025 At a time when technology is raining down and radically changing the business landscape, B2B marketing is hiding under an umbrella. We need to get wet and … Continue reading B2B marketing can’t hide from change forever
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns. Ardath Albee on April 7, 2025 ROI in B2B marketing was meant as a noble metric to evaluate the effectiveness of marketing investments. But in our quest to prove the return to our CEO … Continue reading Why ROI is undermining B2B marketing effectiveness
From brand storytelling to demand gen, data is the common thread. See how AI and analytics are unifying all aspects of B2B tech marketing. Runa Macleod on March 4, 2025 B2B tech marketing is shifting from a traditional, product-centric approach to a data-driven, AI-powered, customer-first model. Digital transformation, changing buyer expectations and the proliferation … Continue reading How B2B marketing is becoming a strategic growth driver
MQLs mislead marketing, misalign sales and fail to drive revenue. Here’s why GTM teams must move to causal AI and revenue-centric metrics. Mark Stouse on March 3, 2025 For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. It has shaped how marketing teams operate, how sales teams … Continue reading Why the MQL model is failing B2B marketing and what to use instead
With advertisers and users back on the platform, TikTok is still an essential tool marketers. Updated with details on the new TikTok One feature. Constantine von Hoffman on March 4, 2025 TikTok is mainly seen as a prime venue for Gen Z to share dance crazes, which can be perfect for B2C marketers. However, … Continue reading B2B marketing on TikTok: What you need to know
While the hype warns AI will take marketing jobs, its pattern matching can’t beat a human’s creativity, empathy and problem-solving. Ardath Albee on February 5, 2025 If your social feeds and inbox look like mine, you can’t avoid the AI hype. I recently read a paper, “In 2025, AI won’t just assist salespeople – … Continue reading Balancing the human-to-AI mix in B2B marketing
Crack the code of scalable personalization with the 65/75 rule, where personality-driven strategies meet marketing success. Scott Gillum on December 5, 2024 “You’re damned if you do and damned if you don’t.” This expression applies when trying to create and execute personalized campaigns. If you go too deep into understanding prospects’ or customers’ … Continue reading Why personality data is key to scalable B2B marketing
These are interesting times in B2B marketing, a crowded space with a loud debate around strategy. Mike Pastore on November 13, 2024 The merger of DemandScience and Terminus, announced on Tuesday, is the latest act of consolidation in the B2B media and lead generation landscape and emphasizes, once again, the importance of data to identifying … Continue reading DemandScience and Terminus merge, keeping data at the center of B2B marketing
