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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 plan can attract the right...
James Groves -
Features

Why most B2B content fails to convert

Despite a proliferation of whitepapers, blog posts, gated ebooks and branded reports, many B2B marketers are still struggling to turn engagement into meaningful pipeline.
James Groves -
Features

9 traits of high-converting B2B content

While “content that converts” is the goal for nearly every marketing team, far fewer can actually define what it looks like.
James Groves -
Features

The rise of expert-led content: Why authenticity outperforms polish in B2B

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.
James Groves -
Features

Content formats B2B buyers actually want to consume

A decade ago, the average B2B content strategy was built around gated whitepapers, three-minute explainer videos, and the odd email nurture series.
Bernat Riera -
Features

Best content marketing and thought leadership tools in 2025

In the UK’s 2025 B2B marketing landscape, content marketing tools have cemented themselves as essential for helping building brand trust, generating demand, and positioning...
James Groves -
Thought leadership

What content marketing can learn from B2C brand storytelling

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.
James Groves -
Case studies

Cornerstone OnDemand’s thought leadership content strategy boosts MQLs

In seeking growth, Cornerstone faced a dual challenge: build greater brand awareness among HR professionals while dramatically increasing marketing-qualified leads (MQLs) at a lower cost.
James Groves -
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B2B marketing news

Annual plans are dead: Forrester urges B2B marketers to embrace real-time leadership

B2B marketers clinging to traditional annual planning cycles are being left behind as geopolitical upheaval, economic instability and rapidly...
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Zynova launches hybrid marketing service for local providers

Tech and marketing firm Zynova has launched a new fully integrated marketing solution aimed at helping small service-based businesses...

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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

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

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

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