Traditional demand capture fails when no one is searching. Here’s a framework for educating the market, building authority and defining a new category. By Shama Hyder February 26, 2026 Most marketing assumes recognized pain points. Customers know they have issues, so they search for solutions. Your job as a marketer is to position … Continue reading How to create demand when buyers don’t see the problem
Salesforce survey finds 83% of marketers saying customers expect two-way conversations, but 69% admitting they can’t respond fast enough. By Constantine von Hoffman February 24, 2026 Eighty-three percent of marketers say customers expect two-way conversations. Yet 69% admit they struggle to respond quickly to inquiries. That gap may be the most critical signal … Continue reading Customers want dialogue, and marketers cannot keep up
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A welcome-back email can turn churned customers into loyal ones by picking up where their last experience left off. Ryan Phelan on September 17, 2025 A good welcome email program can quickly introduce customers to your brand and start the relationship off right. But what about customers who come back after churning? Do they … Continue reading Time for a ‘Welcome Back’ program for returning customers?
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
