Knowledge Hub
Evidence-based thinking for strategic marketers
IN BRIEF
B2B companies spend roughly 7 to 10 per cent of revenue on marketing (The CMO Survey, Spring 2026) and about 7.8 per cent across all sectors (Gartner, 2026). Those figures are a pressure t
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IN BRIEF
B2B thought leadership is category authority. It means being the organisation buyers think of first when they face a particular problem in your market. Three things build it.
1. Original
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IN BRIEF
Account-based marketing delivers a higher return than broad demand generation when four conditions hold: high contract values, long multi-stakeholder sales cycles, a finite list of named a
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Most B2B marketing strategies fail to get board approval not because the tactics are wrong, but because the document was written for a marketing audience rather than a business one. Boards think in re...
B2B content strategy in most organisations is built to produce content, not to produce demand. The outputs are there, the blog posts, the white papers, the case studies, the social calendar, but the d...
Most B2B sales and marketing alignment initiatives fail despite good intentions, reasonable investment, and genuine effort from both sides. The reason is consistent: they diagnose a structural problem...
The difference between a marketer who gets genuinely useful output from AI and one who gets plausible-sounding filler is almost entirely in how they prompt.
AI tools don't interpret intent. They resp...
For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...
Demand generation and lead generation are not synonyms, and treating them as interchangeable budget lines is one of the most common and expensive mistakes in B2B marketing. Teams build demand gen cont...
Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...
Category creation is the highest-risk, highest-reward move in B2B strategy. The evidence shows that companies that define and lead their category capture a disproportionate share of market value, and ...