Most account-based marketing (ABM) programs don’t fail because of effort. They fail because of design. Let’s take a moment to imagine a common scenario: Retargeting campaigns are running. Dashboards are filling with engagement metrics. Account lists are growing. Personalization engines are humming....
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....
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...
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...
Many manufacturers talk about sustainability. Few can make it part of the sales conversation without losing the room. Why? Sustainability has been framed as a brand value, not a business value. The companies that lead treat sustainability like a performance lever. B2B sales teams should reframe ESG...
Indecision isn’t just a delay. It’s a silent deal-killer. B2B sales teams spend weeks, if not months, educating buyers, navigating stakeholder groups, and customizing proposals. And then everything stalls. The buyer stops replying. Budget discussions fade. Consensus weakens. There is no formal...
Buyer indecision is a persistent challenge in B2B sales, where decisions can involve multi-million-dollar investments and months of deliberation. 40% to 60% of deals today end up lost to customers who express their intent to purchase, but ultimately fail to act. - HBR This freezes pipelines and...
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 commoditization. Meanwhile, ESG frameworks are...
Marketing is at a crossroads, and its mismanagement threatens to suffocate the very strategies businesses need to thrive. As market dynamics grow more complex and buyer expectations evolve, too many organizations fall into the trap of siloed tactics and disconnected technologies. Instead of driving...
In B2B sales, data is more than just an asset. It is the engine driving transformation toward buyer-centric systems. Modern buyers expect consultative, personalized, and value-driven engagement. The role of data has shifted from an internal tool to guiding more profound and meaningful buyer...
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...
Most account-based marketing (ABM) programs don’t fail because of effort. They fail because of design. Let’s take a moment to imagine a common scenario: Retargeting campaigns are running. Dashboards are filling with engagement metrics. Account lists...
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...
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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