What does it take to move beyond transactional marketing in B2B? Cinda Amyx explores how marketers can create more meaningful connections by focusing on the people behind the accounts—not just the metrics. From why so many demand gen programs still feel impersonal to how taking a long-term view can drive stronger ROI, she challenges teams…

What does it really mean to measure what matters in modern marketing? Michelle Reed shares bold perspectives on the biggest challenges facing B2B marketers today—from why click-through rate might be the “laziest” metric, to how teams can prioritize awareness, reach, and real downstream impact. She also explores how smarter retargeting strategies are evolving and unpacks…

Is account-based marketing as effective as we think it is? Anna Harris takes a closer look at how ABM is really performing today—breaking it down into the “who, what, why, and where” while calling out where it often falls short in execution. From overcomplicated segmentation to the hidden scale of reaching thousands of individuals within…

What does it really mean to demand better? Glenn Landauer breaks down the biggest shifts in modern marketing, from moving beyond lead gen to building customer-first strategies and creating demand for what’s next. A smarter way to think about where marketing is headed.