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The Architecture Behind the Handshake: What 15 Years in Partner Marketing Taught Me
There’s a version of this article where I could walk you through the frameworks, the funnel metrics, the attribution models. I could give you the playbook. But the truth is, the most important things I’ve learned about partner marketing didn’t come from a deck. They came from the moments where the deck stopped mattering. That’s…
Bangers
Why targeting is a problem in B2B (and why contact-level insights are the answer).
In B2B marketing, targeting is supposed to be our superpower. It’s what helps us prioritize high-value accounts, personalize messaging, and allocate budgets where they’ll make…
Why Vaseline Embraced Its Own Mispronunciation
There’s something genuinely delightful about a hundred-year-old brand getting renamed by a stranger on the internet and just… going with it. What’s easy to miss…
FIFA taped over the logos. The logos won anyway.
Outside Levi’s Stadium in Santa Clara, a white tarp now covers one of the most recognizable logos in American retail. FIFA ordered the cover-up as…
5 AI tools that are changing the game for B2B teams
Here’s the reality: B2B isn’t what it once was. Back in the day, you could get by with cold calls, static brochures, and an occasional…
Beyond the MQL: why human connection still wins in B2B
By Cinda Amyx, Cloud ERP & CFO Software Partner Marketing Lead, SAP Most marketers agree that buyers want to feel known and cared for, yet…