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Thought leadership

Should content teams report into marketing or sales?

It sounds like a simple org chart question. But in practice, it cuts to the heart of one of the biggest tensions in B2B growth today: what exactly is content for?

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.

7 underrated lead generation tactics that still deliver in 2025

While B2B marketers chase the next breakthrough, some of the most reliable performers are sitting in plain sight.

From cold to closed: Mapping the buyer journey in an ABM-led funnel

Explore how high-performing B2B marketers are building momentum at every stage.
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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

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

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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Should content teams report into marketing or sales?

It sounds like a simple org chart question. But in practice, it cuts to the heart of one of the biggest tensions in B2B growth today: what exactly is content for?

Salesforce unveils Marketing Cloud Next

Salesforce has unveiled Marketing Cloud Next, a major upgrade to its flagship platform that introduces autonomous AI agents designed to independently manage and optimise B2B marketing campaigns.

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.