The evidence on AI productivity is genuinely strong: in controlled studies, professionals using generative AI completed work around 40 per cent faster with measurably higher quality. The same body of ...
The ability to build is not evidence of demand. That distinction has always mattered, and AI has just made it the most expensive mistake in business.
Anyone can now produce a working prototype, a cou...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...
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 tes
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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...