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The great reshuffle: Why trust is driving marketing layoffs, restructures and hiring strategies… and what marketers need to do about it
Something has shifted in B2B marketing, and you can see it most clearly not in campaigns but in ...
Finding the perfect niche for B2B influencer marketing in 2026
Influencer marketing is probably the most misunderstood discipline in B2B marketing right now. It’s talked about constantly, yet ...
Ten things I learned about B2B Trust in 2025
Trust has emerged as the defining currency of modern B2B marketing. But what does it really mean to ...
The truth about thought leadership and advertising: They are better together, but better still focused on commercial outcomes
Something curious emerged through conversations on the 'Trust & Influence in B2B' podcast. When speaking with thought leadership ...
ABM and the empathy paradox
As AI floods B2B marketing with more content than ever, senior ABM practitioners gathered to ask an uncomfortable ...
Why ‘insularity’ is the latest trust barrier facing B2B brands – with insights from the Edelman Trust Barometer
For over a quarter of a century, the Edelman Trust Barometer has been the definitive measure of how ...
Are you getting the right people on the AI-transformation bus? And have they bought their tickets for the destination?
A recent roundtable that I attended revealed what senior B2B marketers are really saying about AI - and ...
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