The Ordinary priced a banana at $385 to prove a point about marketing language.
A banana priced at $385. A roll of toilet paper for $136. The Ordinary’s latest campaign is equal parts absurd and brilliant, and the lesson for B2B marketers is uncomfortably direct. The Ordinary launched one of the most talked-about brand activations of the year. The skincare company known for radical pricing transparency created a pop-up grocery store across six global cities where…
Read MoreThe $2.2 billion acquisition that could change how AI agents are built for marketers
Publicis Groupe has announced it will acquire LiveRamp, one of the most widely connected data collaboration platforms in advertising, in an all-cash transaction valued at $2.2 billion. The deal is expected to close by end of year, pending regulatory approval and LiveRamp shareholder sign-off. LiveRamp CEO Scott Howe will continue to lead the business, reporting directly to Publicis CEO Arthur Sadoun. On…
Read MoreAI Video Cut launches three new features to help marketing teams do more with the video they already have
A new product update from AI Video Cut takes aim at one of the most persistent pain points in B2B content: the gap between long-form video assets and the short-form clips those assets should be producing. AI Video Cut, an AI-powered video repurposing platform, has launched three new features designed to reduce the time and cost of…
Read MoreWhat B2B marketers need to know about OpenAI’s new ChatGPT ads manager
ChatGPT advertising just got a lot more accessible. OpenAI has launched a beta self-serve Ads Manager with CPC bidding and conversion tracking, moving the platform from experimental pilot to something that looks and feels like a real media buy. The move gives advertisers the ability to create and manage campaigns directly through OpenAI’s own platform. The beta rollout includes CPC bidding, conversion…
Read MoreUtilize the science of certainty to build a high-quality lead pipeline.
If you’re sick of feeling like B2B marketing is throwing everything at the wall to see what sticks – pay attention. A new concept, the science of certainty, is emerging as a data-driven principle all about integrating predictability and precision into your marketing efforts to make lead gen more effective. Put simply: using data to meticulously…
Read MoreWhy sustainable ROI thrives on consistency, not speed
When it comes to building a business, everyone dreams of rapid success. After all, who doesn’t want to achieve high returns in the shortest amount of time possible? But while chasing quick wins might seem enticing, true and lasting success lies in consistency. Sustainable return on investment (ROI) isn’t just about how fast you can…
Read MoreWhat is the “Day One List” in B2B marketing?
In marketing, it’s every brand’s goal to be noticed—but few actually make it to the top of a buyer’s mind. That’s where the concept of the “Day One List” comes into play. While many marketers are familiar with terms like ICP (Ideal Customer Profile), ABM (Account-Based Marketing), and target accounts, the Day One List is…
Read More5 ways to make your B2B content feel less… B2B
Let’s be honest: most B2B content feels like it was written by a policy document generator. It’s stiff, overly technical, and tries so hard to sound “professional” that it forgets to be relatable. But here’s the truth: even in the most corporate corners of B2B, people still want to feel something when they engage with…
Read More5 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 trade show booth. Now? You’re juggling complex sales cycles, endless content demands, shrinking budgets, and a buyer who expects personalized everything—from the first ad they see to the final contract…
Read More10 emerging B2B marketing trends we’re predicting for 2026.
The ground beneath B2B marketing keeps shifting. New technologies are pushing us into uncharted territory, while buyers themselves are evolving faster than most teams can keep up with. The last few years have been about adjusting—testing AI tools, rethinking attribution, and building stronger pipelines in a tougher economic climate. But 2026 won’t just be about…
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