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 the most impact. On paper, it sounds like we’ve got it figured out. But let’s be honest—how often does your targeting actually result in meaningful engagement? You’ve done the research.…
Read MoreBridging the gap between sales and marketing: how lead alerts can transform your conversion rates.
Imagine this: your marketing team has worked hard to craft engaging content, attract the right audience, and generate high-quality leads. These leads are then handed off to sales… and nothing happens. Sound familiar? You’re not alone. According to research from our Reframing Demand Gen report, the most common breakdowns in the sales and marketing funnel…
Read MoreRewiring strategy with AI: how Anna Harris is reshaping B2B at the core.
At The B2B Collective in London, three forward-thinking marketing leaders shared how their teams are rewriting the B2B playbook. Alex Collins, Head of Marketing at Wex, unpacked the new reality of mental and digital availability—how marketers must engage buyers across unpredictable, non-linear paths that go far beyond traditional work hours. Judit Szabo, Group Head of…
Read MoreUnlocking sustainable ROI in B2B marketing: key insights from industry leaders
Curious about how to achieve sustainable ROI in B2B marketing? We are too! That’s why we gathered some of the brightest minds in the industry for a panel discussion during our recent webinar, B2B Marketing for Sustainable ROI. Leading the conversation was Eboni Ryan, VP of Marketing at Digitalzone, who was joined by Kevin Driscoll,…
Read MoreThe power of true sales and marketing alignment
By Valerie Leary, Head of Marketing, Giftogram When people ask me what I do, I usually say I sit at the intersection of all things go-to-market. My work at Giftogram (a leading B2B digital gift card platform) spans revenue marketing, demand creation, events, customer engagement, and the connective tissue that brings sales, ops, and marketing…
Read MoreBeyond 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 so many demand generation programs still feel transactional. After years of watching how teams measure, scale, and manage the buyer’s experience, I’ve seen a few patterns that explain why this gap keeps showing up.…
Read MoreLinkedIn surpasses YouTube as the top B2B video platform, according to Wistia data
Wistia released its 2026 State of Video Report, drawing on a survey of nearly 1,000 marketing professionals and analysis of more than 13 million hosted videos. The headline finding is significant: LinkedIn has officially displaced YouTube as the primary video channel for B2B marketers. It’s a platform shift that has implications for how teams allocate production resources, set success metrics, and think about…
Read MoreGoogle’s AI search update is a wake-up call for your community strategy
Google is updating its AI search experience to surface perspectives from public online discussions—think Reddit threads, social media posts, and other forum-style content—alongside its standard AI Overviews. The update also adds more context to links, including creator names and community handles, to help users decide which sources are worth clicking through. On paper, it makes sense. People have…
Read More“This is an Xbox” and the cost of losing your core message
There’s a fine line between evolving your brand and overcomplicating it. Most companies don’t even realize they’ve crossed it until their long-standing audience starts asking basic questions again. That’s what made “This is an Xbox” such an interesting campaign to watch. Microsoft’s “This is an Xbox” campaign set out to redefine what Xbox meant. The idea was simple on paper: Xbox isn’t just a console…
Read MoreNike shows the risk of speaking to your “ideal customer” instead of your real audience
Most messaging decisions feel small when you make them. You make a headline tweak, add a sharper line, and generally try to make your audience feel more specific and defined. But those small decisions add up and sometimes they narrow your audience more than you realize. That’s what made Nike’s Boston Marathon campaign worth paying attention to. One ad in a broader brand…
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