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James Groves

James is managing editor at The B2B Marketer.
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Features

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Many B2B marketers still rely on outdated assumptions and overly simplistic signals that do more harm than good.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

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?
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Features

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.
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Features

Can tool fatigue undermine B2B marketing performance?

Martech investment has skyrocketed in recent years. Yet despite the growing sophistication of tools and platforms, many B2B marketing teams are feeling more overwhelmed...
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B2B marketing news

Qualified’s Spotlight provides ‘unprecedented transparency’ into AI B2B pipeline generation

Qualified, the agentic marketing platform known for its AI-powered SDR agent Piper, has announced the launch of Spotlight - a new observation layer designed...
James Groves -
Features

Why ‘set it and forget it’ marketing automation is holding B2B brands back

As the market evolves, buyer expectations shift and content grows stale, the automated journeys you built 18 months ago may be doing more harm than good.
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Features

How AI is reshaping marketing automation in 2025

For marketers in B2B environments - where long buying cycles, complex decision-making units, and high-value transactions are the norm - AI is emerging not as a shortcut, but as a strategic enabler.
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Features

Maximising LinkedIn video for B2B success

Businesses must move beyond simply posting videos and adopt a strategic approach tailored to audience expectations and platform behaviour.
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10 metrics to prove trade show ROI

Whether you’re trying to unlock spend for a high-profile industry expo or protect your events budget during mid-year reviews, you need more than anecdotal success stories.
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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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