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James Groves

James is managing editor at The B2B Marketer.
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Features

9 traits of high-converting B2B content

While “content that converts” is the goal for nearly every marketing team, far fewer can actually define what it looks like.
James Groves -
Features

The rise of expert-led content: Why authenticity outperforms polish in B2B

Whether it’s founders, consultants, sales leaders or product owners, the voices buyers are listening to, and trusting, are those of real people with subject matter credibility.
James Groves -
Features

Best content marketing and thought leadership tools in 2025

In the UK’s 2025 B2B marketing landscape, content marketing tools have cemented themselves as essential for helping building brand trust, generating demand, and positioning...
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Thought leadership

What content marketing can learn from B2C brand storytelling

The lines between B2B and B2C are blurring. Business buyers are still people – and they increasingly expect the same clarity, authenticity and emotional resonance they experience as consumers.
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Case studies

Cornerstone OnDemand’s thought leadership content strategy boosts MQLs

In seeking growth, Cornerstone faced a dual challenge: build greater brand awareness among HR professionals while dramatically increasing marketing-qualified leads (MQLs) at a lower cost.
James Groves -
B2B marketing news

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...
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Features

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.
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Features

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.
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ChatGPT-5: What B2B marketers need to know

AI chatbots have quickly moved from novelty to necessity...
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