Why Content Engines Are the Cornerstone of Sustainable B2B Marketing

Most B2B marketers are creating more content than ever before.

Articles, webinars, research, videos and thought leadership all help brands engage audiences and share expertise. The challenge is making sure those efforts continue delivering value over time.

Content engines help solve that challenge by creating a framework for consistently producing, distributing and extending content.

Posted on 06/05/20260 comments

Why Thought Leadership Is One of the Most Underrated B2B Marketing Strategies

Many buying decisions are influenced through the content buyers consume, the perspectives they trust and the brands they consistently encounter throughout the research process.

That is why thought leadership continues to play an important role in B2B marketing.

Posted on 05/22/20260 comments

The Rise of Editorial-Led Marketing in B2B

B2B buyers are spending a lot of time researching independently, engaging with industry content and exploring solutions before directly interacting with vendors. As that behavior evolves, many marketers are placing greater focus on how their brands appear within trusted content environments.

That shift is contributing to the rise of editorial-led marketing in B2B. Rather than focusing only on visibility, editorial-led marketing emphasizes context, industry alignment and long-term audience engagement.

Posted on 05/08/20260 comments

Demand Generation vs. Lead Generation: Why the Difference Matters More in 2026

The B2B buying process begins early, often long before a buyer becomes visible to marketing or sales. As that behavior evolves, the difference between demand generation and lead generation becomes more important to understand.

According to recent research from Demand Gen Report, buyers now conduct extensive independent research long before they ever contact a vendor. By the time a form is filled or a demo is requested, much of the decision-making process is already underway.

Posted on 04/24/20260 comments

AI Is Changing B2B Buyer Behavior: What Marketers Need to Know

AI is not just changing how marketing teams create content or run campaigns. It is changing how buyers research, evaluate and make decisions.

According to Forrester, 94% of B2B buyers now use AI at some point in the buying process. At the same time, research from Bain & Company shows that buyers are already using AI tools to research vendors and build shortlists before ever visiting websites.

Posted on 04/10/20260 comments