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James Groves

James is managing editor at The B2B Marketer.
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How to build a B2B content strategy that drives measurable results

B2B content strategy isn’t just about brand awareness – it must tangibly support your business goals. A strategic content plan can attract the right...

Why most B2B content fails to convert

Despite a proliferation of whitepapers, blog posts, gated ebooks and branded reports, many B2B marketers are still struggling to turn engagement into meaningful pipeline.

Lumitos marks 25 years with focus on AI, virtual events and data-led B2B marketing

Lumitos AG is celebrating its 25th anniversary with a renewed focus on AI-supported tools, virtual events, and multilingual digital marketing services tailored to B2B...

7 underrated lead generation tactics that still deliver in 2025

While B2B marketers chase the next breakthrough, some of the most reliable performers are sitting in plain sight.

From cold to closed: Mapping the buyer journey in an ABM-led funnel

Explore how high-performing B2B marketers are building momentum at every stage.

What marketers get wrong about lead qualification

Many B2B marketers still rely on outdated assumptions and overly simplistic signals that do more harm than good.

Refining ABM tactics: What high-growth B2B brands are doing differently in 2025

As ABM has moved from novelty to necessity, simply "doing ABM" isn’t enough. The question now is: what separates the top performers from the rest?

7 emerging trends for the next generation of martech

The next generation of martech isn’t about adding more - it’s about refining, connecting, and getting smarter.

Must read

Should content teams report into marketing or sales?

It sounds like a simple org chart question. But in practice, it cuts to the heart of one of the biggest tensions in B2B growth today: what exactly is content for?

How to build a B2B content strategy that drives measurable results

B2B content strategy isn’t just about brand awareness –...
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