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.
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Posted on 04/10/20260 comments
Most B2B marketing teams create content consistently, but consistency alone does not guarantee coverage across the buyer journey. Content gaps often appear when teams focus on what they want to say rather than what buyers need to understand at each stage of evaluation.
A simple way to identify these gaps is to ask a few strategic questions. The answers often reveal where your content library is strong and where buyers may be left searching for clarity.
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Posted on 03/13/20260 comments
In B2B marketing, credibility isn’t built by messaging alone. It’s built by context. Buyers rarely evaluate brands in isolation. They interpret signals: where a message appears, what surrounds it and the reputation of the platform delivering it. Long before a sales conversation begins, that context shapes perception.
Editorial environments provide those signals. Here are five ways they strengthen credibility in B2B marketing.
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Posted on 02/27/20260 comments
Email marketing continues to be one of the most dependable channels in B2B. Dedicated sends, sponsored emails and eNewsletters play a critical role in building awareness, driving engagement and increasing brand visiblity.
As buyer journeys evolve, many teams are expanding their approach by layering in behavior-driven elements that enhance existing programs. Here are seven practical ways to expand your email strategy in 30 days.
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Posted on 02/13/20260 comments
Every marketing team knows the feeling: the big campaign has wrapped, the results are in, and now there's a lull before the next major push.
These quiet periods can feel like dead zones, but they're actually golden opportunities to build momentum, strengthen your brand and set the stage for future success. Here's how to make the most of the time between your campaigns.
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Posted on 01/30/20260 comments