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Case studies

Case studies

How Iron Mountain’s AI chatbot integration boosted B2B lead conversion

Iron Mountain’s marketing team was generating plenty of interest and leads, but many of these leads were not being fully worked by sales.
The Editor -
Case studies

AI-powered personalisation transforms lead nurturing at Ingersoll Rand

The company serves a diverse range of customers with very different needs, yet its marketing team had been relying on broad, one-size-fits-all campaigns.
The Editor -
Case studies

How Weightmans leveraged storytelling to strengthen its brand

Weightmans – a top 40 UK law firm with nearly 200 years of heritage – launched its first-ever brand campaign in late 2024, taking a bold and deeply personal storytelling approach.
The Editor -
Case studies

Lessons from BT’s B2B brand transformation

In the wake of the pandemic, many UK B2B brands had to rethink how they engage and support their customers.
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Case studies

How predictive analytics improved lead quality (and sales)

Company: SwagMagic, a corporate gifting SaaS platform serving B2B clients with a global swag management solution. Challenge SwagMagic’s sales team was overwhelmed with leads of varying...
The Editor -
Case studies

How a B2B SaaS cut marketing spend and increased conversions

For B2B marketers aiming to reduce unnecessary spend while improving results, this case study highlights several key lessons.
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Thought leadership

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Many B2B marketers still rely on outdated assumptions and overly simplistic signals that do more harm than good.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

Is it time to retire MQLs?

The traditional MQL model is being overtaken by more dynamic, intent-driven alternatives that better reflect real-world behaviour and sales readiness.
Features

Why sales-marketing alignment is the key to modern lead gen

The most effective organisations no longer see alignment as a goal - they see it as the default.
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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Guides

Features

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.
Features

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.
Features

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.
Features

How to craft a compelling brand narrative that engages B2B buyers

Crafting a brand narrative is no longer a “nice-to-have” in B2B marketing - it’s mission-critical.

Reviews

Features

Best ABM & lead generation platforms for B2B marketers in 2025

Explore a comparative review of five top platforms shaping ABM and B2B lead generation in the UK: Terminus, Demandbase, Cognism, Apollo, and 6sense
Features

The top AI-powered MarTech solutions for B2B marketers in 2025

With so many platforms touting AI capabilities, it’s hard to know which are genuinely moving the needle for B2B teams.
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B2B marketing news

Economic uncertainty ‘tops list’ of B2B pipeline challenges

B2B marketers are navigating mounting pressures in 2025, with economic uncertainty cited as the biggest challenge to pipeline growth this year, according to new research from Pipeline360.
The Editor -
Features

Is it time to retire MQLs?

The traditional MQL model is being overtaken by more dynamic, intent-driven alternatives that better reflect real-world behaviour and sales readiness.
Tom Wilson -
B2B marketing news

Economic uncertainty ‘tops list’ of B2B pipeline challenges

B2B marketers are navigating mounting pressures in 2025, with economic uncertainty cited as the biggest challenge to pipeline growth this year, according to new research from Pipeline360.
The Editor -

Sales, marketing & business skills courses and training
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