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Something has shifted in B2B marketing, and you can see it most clearly not in campaigns but in careers. Teams are getting smaller. Budgets are tighter. Roles are being rewritten or removed altogether. And many marketers — including very senior ones — are discovering that the recruitment market now operates by very different rules to…

Influencer marketing is probably the most misunderstood discipline in B2B marketing right now. It’s talked about constantly, yet practised rarely — and when it is practised, it’s often done wrong. Having spent considerable time analysing hundreds of entries across two major awards programmes — the B2B Marketing Awards in the UK and the Elevation Awards…

Trust has emerged as the defining currency of modern B2B marketing. But what does it really mean to build trust in complex business relationships, and how can organisations systematically develop it as a competitive advantage? These are the questions that drive the ‘Trust & Influence in B2B’ podcast, which I launched in March 2025, and…

Something curious emerged through conversations on the ‘Trust & Influence in B2B’ podcast. When speaking with thought leadership practitioners, they rarely mentioned advertising. When speaking with advertising specialists, thought leadership barely featured. Two disciplines that both claim to build brand and generate demand, operating as if the other doesn’t exist. This seemed strange. Historically, both…

As AI floods B2B marketing with more content than ever, senior ABM practitioners gathered to ask an uncomfortable question: are we becoming less human just as the technology promises to make us more effective? On a bright morning in London, a group of senior account-based marketing leaders took their seats around a table with a…

For over a quarter of a century, the Edelman Trust Barometer has been the definitive measure of how the world feels about the institutions that shape our lives. Its 26th edition, based on nearly 34,000 respondents across 28 countries, lands at a moment that demands attention. In the latest episode of the ‘Trust & Influence’…