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Thought leadership

Features

What can B2B brands learn from B2C brands’ use of loyalty programmes?

Learn from successful B2C strategies, adapt programmes for B2B audiences, and explore real-life examples.
Zsuzsa Kecsmar -
Thought leadership

Think B2B doesn’t need strong branding? Think again

Learn how while many overlook the importance of branding in B2B, that's a mistake that is seriously worth avoiding.
Rob Hughes -
Thought leadership

The power of user-generated content

Once seen as a side hustle, influencer marketing has become a veritable career for those capable of turning their online reputations into brand ROI.
Tom Wilson -
Thought leadership

How will digital marketing evolve in 2025?

Digital marketing underwent yet another year of transformation in 2024. Now we've settled back into our working routines, what awaits us in 2025?
Michael Ryan -
Thought leadership

AI will be an app marketer’s best friend in 2025 and beyond

While the potential of generative AI and broader AI applications in business continue to spark debate, 2025 will mark a turning point.
Thomas Kriebernegg -
Thought leadership

Measuring the ‘halo effect’ of consumer brand campaigns on B2B sales for hybrid brands

The halo effect in marketing isn't some mystical force - it’s a very real, strategic advantage that brands can tap into.
Bernat Riera -
Thought leadership

‘Tis the season for creative storytelling

Christmas markets are beginning to buzz, and it’s the most wonderful time of the year for retailers to dazzle and inspire.
Tim Nash -
Thought leadership

Why attention metrics are critical for B2B marketers

For years, digital marketing has relied on metrics like click-through rates (CTR) and viewability to measure ad performance.
Simon Kvist -
Thought leadership

Three secrets to a more long-lasting CMO tenure

CMOs are known to have shorter tenures than their C-suite counterparts - but due to poor performance.
Tifenn Dano Kwan -
Thought leadership

Why even great products need great marketing

In business, we often hear the saying, 'If you build it, they will come'. But the reality is far more complex.
Roger Jackson -
Thought leadership

How to go about building a career in B2B sales

A career in sales carries a misplaced stigma: that it requires being overly aggressive or sacrificing everything to hit targets.
Richard Lane -
Features

Data readiness: Key data considerations for brands

It seems like every day we’re repeating the same tired phrase – times are changing. But this time they actually are.
Matthew Nixon -
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Thought leadership

Features

9 common B2B event marketing mistakes – and how to avoid them

With September’s trade show season just around the corner, B2B marketers are deep in planning mode.
Features

Beyond leads: How to use trade shows for brand building and partner alignment

If you’re only measuring your trade show success by the number of new contacts in your CRM, you’re missing the bigger picture.
Features

5 event tactics B2B brands should borrow from B2C

For years, B2B event marketing has lagged behind its B2C counterpart when it comes to creativity, atmosphere, and customer experience.
Features

The role of events in full-funnel B2B strategy

Events are evolving into full-funnel assets that can drive impact at every stage of the buyer journey - from brand awareness to deal closure.
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Guides

Features

How to build a B2B content strategy that drives measurable results

B2B content strategy isn’t just about brand awareness – it must tangibly support your business goals. A strategic content...
Features

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.
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.

Reviews

Features

Best tools for B2B event marketers: From booth planning to lead capture

In the UK’s 2025 B2B marketing landscape, in-person events...
Features

ChatGPT-5: What B2B marketers need to know

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