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Marketing strategies

Instagram doubles down on Reels as B2B marketers eye shifts in creator economy

As uncertainty continues to cloud TikTok’s future in the US, Instagram is accelerating its efforts to position Reels as a core part of its platform strategy.

LinkedIn report highlights AI’s growing role in B2B sales and marketing

The report, based on insights from 1,250 sales professionals, outlines the key areas where AI is making the biggest impact and how businesses can optimise their adoption strategies.

B2B marketers urged to streamline pipeline generation

B2B marketers are being advised to focus on fewer, high-impact strategies to drive pipeline growth in 2025, as data shows that a small number...

OTT business messaging revenue to ‘more than double’

Global revenues from over-the-top (OTT) business messaging are expected to surge from $3.6 billion (£2.8 billion) in 2025 to $9.8 billion (£7.7 billion) in...

Agentic AI to drive £11.5bn growth in conversational AI

Global revenues from conversational AI services are projected to rise from £11.5bn in 2025 to more than £18bn by 2027, driven by increased enterprise...

New report reveals key trends shaping B2B social media strategies

An Oktopost report reveals how B2B brands can optimize their social media strategy, with key insights into content performance, engagement trends, and lead generation tactics.

The future of B2B marketing measurement

LinkedIn’s latest report highlights how B2B marketers are evolving measurement strategies to focus on revenue, brand ROI, and AI-driven attribution.

AI and personalisation ‘drive next wave of website experience’

Sitecore’s latest research finds that while AI and personalisation are key to website strategies, many marketing teams lack the right CMS and budget to execute effectively.

B2B companies ‘years away’ from seeing return on AI investments

Forrester’s latest research shows that while B2B companies are investing heavily in AI and personalisation, most will not see a return on investment for at least three years.

SMS marketing surges in the Americas as global adoption declines

SMS adoption in the Americas has surged by 42%, while global usage has dropped. Dotdigital’s latest report explores how SMS is driving engagement and revenue.

Confident marketers drive revenue growth through strong data strategies, says report

Anteriad’s 2024 report reveals that confidence in data strategies drives B2B success, with marketers 3x more likely to report revenue growth.

Don’t put all your eggs in one basket: reliance on big clients ‘stifles innovation’

Durham University research reveals that companies focusing on a few big clients invest less in R&D, underlining the importance of customer diversification for innovation.

Thought leadership

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.

What hybrid event strategies get wrong – and how to fix them

For B2B marketers, especially those under pressure to deliver both scale and depth, the hybrid model seemed like a strategic dream.

7 ways to stand out on a crowded trade show floor

If you’re going to invest in an event presence, your brand needs to cut through.

Why trade shows still matter in a digital-first world

Why spend tens of thousands on booth builds, branded swag, and staff flights when digital platforms promise scale, precision, and measurability?
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Guides

How to build a full-funnel B2B lead generation strategy

In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.

How to convert anonymous website traffic into B2B leads

By using the right tactics, you can identify who’s visiting, understand their interests, and convert more of them into qualified leads.

How to future-proof your martech stack for evolving B2B needs

This guide outlines five key steps to achieve a future-proof B2B martech stack, each with practical actions to help you plan and execute with confidence.

How to build an AI-powered MarTech stack

94% of marketers say AI positively impacted revenue in 2024, and 95% plan to increase AI spend in 2025.

Reviews

ChatGPT-5: What B2B marketers need to know

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

Best content marketing and thought leadership tools in 2025

In the UK’s 2025 B2B marketing landscape, content marketing...
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LinkedIn expands video ad capabilities with First Impression and CTV Select

LinkedIn has rolled out a suite of new video advertising tools designed to give B2B marketers greater visibility and creative control as video continues to grow in popularity on the platform.

Multichannel outreach delivers ‘majority’ of B2B results

Phone calls continue to dominate B2B sales engagement, generating...

B2B onboarding efforts ‘still lag’ despite demand for seamless experiences

Despite advancements in marketing automation and AI, many B2B brands continue to struggle with one of the most critical stages in the customer journey: onboarding.