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.
In the ever-evolving world of B2B marketing, few topics spark as much debate as the role of account-based marketing (ABM) in today’s lead generation ecosystem.
Martech investment has skyrocketed in recent years. Yet despite the growing sophistication of tools and platforms, many B2B marketing teams are feeling more overwhelmed...
If there’s one certainty about the rise of AI in public relations, it’s that AI has the potential to split thinking in our industry, writes Jane Whitham, Director at Altitude PR.
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.
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.
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.
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.