The conversation usually starts with confidence in B2B sales meetings. Dashboards are reviewed. Performance summaries are shared. A recently closed deal appears on the screen, and someone asks which campaign or channel deserves the credit. Multiple answers surface quickly, each supported by data....
Based on an interview with Jonathan Franchell, February, 2026 Five Forces of 2026: Introducing Issues Marketers will be Forced to Confront 2026 is introducing a lot of new issues to the marketing world. So marketers are now stepping into this new year as if it's a new era in marketing. And within...
B2B marketing teams are losing visibility into buyer behavior. The real risk isn’t fewer signals. The risk is continuing to rely on low-intent, low-context data that doesn’t help sales move deals forward. As cookies disappear and privacy expectations rise, first-party data is no longer a “nice to...
Last month, we explored how B2B marketing, lead generation, and sales are evolving as we enter 2026. The themes were consistent: Buyer confidence matters more than persuasion. Trust is built through clarity, proof, and relevance. Not volume. Discovery is no longer linear, and buyers expect to...
Buyer expectations have shifted. Traditional tactics may still capture attention, but they fail to create the clarity buyers need to move forward. Lead generation isn’t underperforming because of a lack of effort or tools. It’s struggling because buyers are navigating a journey that feels...
The transformation reshaping B2B growth in 2026 extends beyond marketing. It’s redefining how B2B sales teams engage, how enablement supports them, and how organizations build confidence throughout the entire buying journey. As discovery becomes continuous and trust becomes the buyer’s filter for...
A fundamental shift is underway in how businesses discover, evaluate, and select their partners. The traditional B2B marketing model built around predictable funnels and quarterly campaigns is becoming less effective. Buyers no longer move neatly from awareness to consideration to decision. They...
Lead generation used to be a numbers game. Push traffic, capture form fills, and hand everything to sales. But the modern B2B landscape is more complex than ever. Marketing and sales teams are battling longer sales cycles, intensified risk-aversion, and multi-stakeholder decision-making. These...
The next evolution of sales enablement is buyer enablement, shifting the goal from arming sellers to empowering buyers. Yet the AI boom has pulled the function in the wrong direction. Instead of helping buyers make better decisions, most AI tools simply help sellers produce more of the same noise,...
For years, companies have viewed sales enablement as a way to boost seller efficiency. Playbooks were written for internal use, not buyer impact. Tools multiplied. Reps got “enabled.” And yet, buyers didn’t feel any more confident making complex decisions. Sales enablement failed because it focused...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
Based on an interview with Jonathan Franchell, February, 2026 Five Forces of 2026: Introducing Issues Marketers will be Forced to Confront 2026 is introducing a lot of new issues to the marketing world. So marketers are now stepping into this new...
B2B marketing teams are losing visibility into buyer behavior. The real risk isn’t fewer signals. The risk is continuing to rely on low-intent, low-context data that doesn’t help sales move deals forward. As cookies disappear and privacy...
Last month, we explored how B2B marketing, lead generation, and sales are evolving as we enter 2026. The themes were consistent: Buyer confidence matters more than persuasion. Trust is built through clarity, proof, and relevance. Not volume....
A fundamental shift is underway in how businesses discover, evaluate, and select their partners. The traditional B2B marketing model built around predictable funnels and quarterly campaigns is becoming less effective. Buyers no longer move neatly...
Buyer expectations have shifted. Traditional tactics may still capture attention, but they fail to create the clarity buyers need to move forward. Lead generation isn’t underperforming because of a lack of effort or tools. It’s struggling because...
Lead generation used to be a numbers game. Push traffic, capture form fills, and hand everything to sales. But the modern B2B landscape is more complex than ever. Marketing and sales teams are battling longer sales cycles, intensified risk-aversion,...
The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”
Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.
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