Account Based Marketing

  As B2B buying becomes more fragmented, self-directed, and mediated by AI-influenced discovery, traditional demand tactics are losing effectiveness. Today’s...

As B2B buying becomes more fragmented, less click-driven, and increasingly shaped by AI-mediated discovery, audio has emerged as a critical channel for building visibility,...

I’m thrilled to join Forrester as a principal analyst covering B2B marketing strategy. For years, I’ve looked to Forrester for...

B2B marketing is entering a reset year.  After years of disruption across budgets, buyer behavior, and technology, change is no...

Let’s be honest: B2B marketing has felt harder than it should.  Budgets are tighter, buying groups are bigger, and decision-makers are doing more...

What if content syndication wasn’t about generating more leads—but about creating more revenue?  In today’s B2B landscape, that distinction matters more than...

When it comes to B2B, sales and marketing alignment is often the difference between opportunities that progress and pipeline that stalls. But alignment doesn’t just happen through more...

You see a surge in direct traffic to your latest whitepaper from a top target account, but your analytics dashboard...

The rise of AI-driven search and platform summaries has changed how buyers discover and evaluate brands. In many cases, users...

Nearly half of B2B marketing leaders are prioritizing customer experience and retention, while less than 30% will continue to invest...