Marketing Strategy

Autonomous AI agents are beginning to do the work of B2B buyers—discovering vendors, building shortlists, comparing options, and screening out non-compliant suppliers before a human is ever involved. This shifts a portion of the buying journey from persuading people to being selectable by machines, and most B2B marketing is not built for it. Here is what changes, what doesn’t, and how to prepare without overreacting to the hype.

The skills that made CMOs successful five years ago are rapidly becoming insufficient. As AI transforms every aspect of marketing, leadership requirements are fundamentally changing—and many executives are struggling to adapt.

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.

The brand versus demand debate creates a false dichotomy. Here’s why the best marketing strategies integrate both and how to find the right balance.

Annual planning season is upon us. Here’s a framework for creating marketing plans that survive contact with reality—and actually guide decision-making throughout the year.

As we approach 2023, several shifts are reshaping B2B marketing. Here’s our perspective on what’s changing and how to prepare.

Marketing operations has evolved from a tactical support role into a strategic function that drives competitive advantage. Here’s what that transformation looks like.

Third-party cookies are disappearing. Here’s what B2B marketers need to understand about the change and how to prepare their programs for a privacy-first world.