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Why B2B martech integration isn’t a tech problem: it’s a trust problem – and what marketers need to do about it
Here's a statistic that should trouble anyone responsible for marketing technology: only around 14% of martech systems are ...
Is PE killing the ROI imperative in B2B?
Is the marketing ROI conversation dying? In one corner of B2B — private equity-backed firms — it already ...
Can you orchestrate trust with AI agents?
Inside the hidden challenge of the agentic revolution and its implications for buyers There is a question that ...
The chaos cascade: why B2B marketers keep making things worse — and what coherence can do about it
B2B marketing is caught in a chaos cascade — and most of the conventional responses are accelerating it ...
Turned down to zero: the employee advocacy signal B2B brands keep ignoring
Analysis of entries to the B2B Marketing Awards shows that every other channel is turned up loud. But ...
Why trust is the defining B2B marketing challenge of the decade
Trust has always been table stakes in B2B. So why does it suddenly feel like the central marketing ...
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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