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We’re building a new Dell to put the old Dell out of business. The model is the cheap part.
Several years ago Michael Dell set the company a target that reads, on first pass, like a provocation. “I stood up and told the company that 5 years from now we will have a new competitor and that new competitor is going to be in every business that we are in and they’re going to…
Bangers
10 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…
A Brand Character Is a Recall Machine
A plumber stands at a counter with paperwork he needs shredded and quotes he needs printed. A portal opens beside him, and a woman in…
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…
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…
“Bet on Kendall” shows a smarter starting point for marketing
One of the biggest challenges in B2B marketing right now is relevance. With the rise of AI, teams are creating more content than ever, but…