Last quarter, a B2B SaaS marketing team ran a full content audit. They hired a strategist, surveyed customers and spent three months building a messaging framework from scratch. Meanwhile, their customer success manager had a Slack channel packed with verbatim quotes from customers explaining exactly why they bought. Their CRM had deal notes where reps …
Read more “Your CRM knows more about your buyers than your personas do”
Traffic from AI chatbots converts at a higher rate than traffic from Google. That’s according to Airbnb CEO Brian Chesky, who dropped the data point during the company’s Q4 2025 earnings call. “And what we see is that traffic that comes from chatbots convert at a higher rate than traffic that comes from Google,” Chesky …
Read more “Airbnb says AI chatbot traffic converts better than Google”
Your best performers in sales will almost always succeed. The poor performers will always struggle. But there’s a middle ground that contains more than half of the sellers in any given organization, and today’s CRM applications aren’t helping them improve. That’s the opinion of David Roberts, CEO of SugarCRM. But Roberts has hope. AI has …
The latest GTM Effectiveness Report from Proof Causal.ai and Fiduciari makes the numbers difficult to ignore. Across enterprise B2B go-to-market functions, roughly 53% of GTM spend was ineffective across a basket of approximately 500 public companies. Among private startups and scaleups to which Proof had access, the inefficiency rate climbed above 70% before causal relationships …
Are you destined to lead a brand that can no longer be found by the systems your customers trust most? The traditional digital discovery landscape has shifted so fundamentally that many established marketing playbooks now read like ancient history. As consumers continue to adopt AI-based search tools over traditional search methods, the risk of losing …
Read more “The competition for brand visibility has moved to AI search”
Every year, marketers analyze performance data from the holiday shopping period to understand how consumers are buying and where marketing strategies are working. While topline growth always draws attention, the most valuable insights often come from how purchases happen rather than how much was spent — defying last year’s pessimistic forecasts. Despite ongoing concerns around …
Read more “The path to purchase just got dramatically shorter”
People may debate which Super Bowl ad was the best, but there’s no question which was the most consequential — and not in a way the brand wanted. The Ring ad “Search Party” ran in the third quarter of the game, and it’s easy to understand why someone thought it was a good idea: It’s …
When I talk to B2B brands about potential CTV campaigns, one question comes up over and over: How do you show your ads to the right audiences? It’s a great question. Unlike broad-appeal ecommerce or B2C brands, B2B companies usually have much smaller groups of people in their ideal customer profile (ICP), and there’s a …
Read more “How to use CRM data to target the right B2B audiences”
Marketers are feeling less confident about proving AI ROI. According to Jasper’s “State of AI Marketing in 2026” report, just 41% say they can demonstrate return, down from 49% last year. At first glance, that looks like AI is losing momentum. It’s not. The definition of ROI has simply changed. When AI was new, productivity …
Read more “AI ROI confidence is slipping, and that’s not a bad thing”
The digital marketing world is navigating a significant identity reset. With privacy regulations expanding and third-party cookies fading, the tools you’ve relied on for years are shifting beneath your feet. It’s a complex environment, but it’s also an opportunity to build a more resilient, trust-based foundation with your customers. Our March 4th MarTech Conference session, …
Read more “Navigating identity in a cookieless, compliant world”