In a recent piece in Marketing Week, the The B2B Institute's Peter Weinberg and Jon Lombardo opined on how AI is going to positively impact B2B market research. As the authors testify, it’s certainly true that there’s plenty…
Picture the scene: a CMO faced with a rapidly changing market needs to get to the heart of why too many target prospects are buying from their competitors, and needs…
A couple of weeks back on LinkedIn, I posted a link to an article that hailed the advent of the Metaverse as new tech that would completely revolutionise businesses everywhere.…
Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process…
I was recently tasked with reviewing the thought leadership output of several hundred law firms in the US and UK for a major client desk research project. Something that struck…
There’s an awful lot of brand BS spoken by “practitioners” who deliberately muddy the waters with endless funnels, spidergrams, flowcharts and the like. It’s almost as if they thrive…