In an AI-assisted GTM world, the best B2B marketers don’t just run campaigns. They build systems that solve buyer problems and scale growth. Océane Li on September 5, 2025 As B2B marketers, we’ve spent the last decades optimizing channels, refining nurture streams and automating campaigns. But something’s shifted in this new AI-powered GTM world. … Continue reading Think like a product manager, grow like a CMO
Surveys aren’t enough. Use genAI to detect trends, reveal intent and craft hyper-relevant B2B campaigns informed by true customer voices. Maria Marino on August 29, 2025 This article was co-authored with Michael Maziarka, VP Analyst in the Gartner Marketing Practice, specializing in customer experience, customer success management and customer marketing programs. For years, B2B … Continue reading GenAI powers the next era of customer listening
Dashboards don’t build empathy. Customer immersion programs let executives learn real customer experiences that drive actionable insight. Annette Franz on August 1, 2025 In many organizations, decisions are made in boardrooms, far removed from the customer’s reality. Metrics are dissected. Dashboards are studied. Yet somehow, the real customer experience gets overlooked or misrepresented. That’s … Continue reading Customer immersion reveals what dashboards never will
March 31, 2025 How client-centric thinking drives growth BY Greg James The economy is something of a rollercoaster and consumer behavior is shifting just as fast. From fluctuating costs to changing shopping habits, today’s market represents a real opportunity to support transformation for brands. As trusted marketing partners, our role isn’t to predict what’s next but … Continue reading How client-centric thinking drives growth
There’s a significant gap between how marketers and consumers feel about AI. Here’s what to do about it. Constantine von Hoffman on March 19, 2025 Marketers love AI, but consumers … not so much. That’s the broad takeaway from our review of nine recent reports on AI and marketing. Understanding the specifics of what … Continue reading Why ignoring consumers’ AI concerns will be a costly mistake
February 24, 2025 Customer co-creation: The time is now How Jaquet Droz sets an example for a customized and personalized approach BY Lior Arussy The emergence of generative AI and digital transformation has redefined customer-company relationships, empowering consumers like never before. As argued in a previous article I wrote, today’s customer is no longer a mere … Continue reading Customer co-creation: The time is now
Eligible start-ups are offered a structured four month free trial of the customer engagement platform while any company can get a 14 day free ride. Kim Davis on September 5, 2024 Customer engagement platform Braze launched two new free offerings, Braze for Startups and Braze Free Trial. These are both limited time offerings allowing … Continue reading Braze unveils new freemium offerings
Komo is bringing customer engagement activations to huge events like Comic Con but also to sports, shopping centers and media broadcasts. Kim Davis on July 16, 2024 New York Comic Con 2023: 200,000 attendees. Pax West 2023, an event for gamers: 120,000 attendees. These are huge events with deeply engaged audiences, right? It hasn’t … Continue reading Comic Con trivia, cat personalities and beyond: Empowering customer engagement
What your customers have to say about their experiences with your brand should inspire and drive innovation in your marketing. Bunny Tharpe on July 2, 2024 To know and be known is the essence of a relationship. To know — and understand — your customers, you need to listen to them. It seems so … Continue reading 5 big ways to turn up the voice of your customer in your marketing
Increase customer lifetime value by repurposing your demand generation content and maximizing your martech stack for upsells and cross-sells. Stephanie Miller on June 12, 2024 We know martech and demand generation strategies work best to engage prospects when brand recognition is present. So, why don’t we consistently use those strategies on existing customers with … Continue reading 7 value-added assets to engage and upsell customers
