As 2024 ends, marketing leaders are planning for 2025. Here’s guidance on priorities that will matter versus trends that will disappoint—based on what we’ve seen work this year.

In a tighter economic environment, growth from existing customers often outperforms new acquisition. Here’s how to build customer marketing programs that drive retention and expansion.

AI is transforming marketing operations from system management to strategic enablement. Here’s how MOps professionals can evolve with this shift.

Account-based marketing has evolved significantly since its early days. Here’s what’s actually working for ABM programs in 2024 and what outdated practices to retire.

B2B influencer marketing has matured beyond early experiments. Here’s how to build programs that deliver measurable business impact rather than vanity metrics.

AI can dramatically accelerate content production, but maintaining quality requires deliberate processes. Here’s how to scale AI-assisted content without sacrificing standards.

Vertical SaaS companies face unique content challenges—smaller audiences but higher expertise expectations. Here’s how to build content strategies that resonate with industry-specific buyers.

B2B buyers increasingly consider sustainability and purpose in vendor selection. Here’s how to communicate genuine commitment without falling into greenwashing traps.

Traditional attribution is breaking down as privacy changes limit tracking. Here’s how forward-thinking marketing teams are evolving their measurement approaches.

The best sales teams have moved beyond spray-and-pray prospecting to signal-based selling. Here’s how to identify and act on buying signals that indicate genuine opportunity.