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”
As AI automates routine and complex analytical tasks, a profound revaluation of human skills isn’t likely — it’s inevitable. In this new landscape, once-soft abilities are becoming hard differentiators. The capacity to ask sharp questions, connect disparate ideas and direct powerful technology toward a clear business vision is paramount. This shift demands a fundamental change …
Read more “The AI era needs strategists grounded in expertise and guided by context”
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”
There’s an old urban planning legend about paving the cow path. The story goes that when the city of Boston was being laid out, the planners didn’t design new roads, but paved over the wandering, meandering trails that cattle had worn into the dirt over centuries. The resulting network goes in nonsensical circles, takes twice …
Read more “Why automating a broken workflow with AI is a trap”
Enablement platforms Seismic and Highspot today announced a definitive agreement to merge. The companies are two of the leaders in sales enablement software. Once the merger closes, the combined company will operate as Seismic and be led by Seismic CEO Rob Tarkoff. Robert Wahbe, founder and CEO of Highspot, will join the board of directors …
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Google and OpenAI executives just sketched out their advertising futures — and they look very different The next phase of digital advertising won’t be fought on the search results page alone. It’s shaping up inside AI chat interfaces and predictive commerce engines. This week, both OpenAI and Google offered new details about how they plan …
Read more “OpenAI and Google reveal competing visions for AI ads”
Lead management in B2B has evolved into a systems challenge that spans teams, platforms and the entire revenue lifecycle. It is a complex engineering discipline that requires a holistic, lifecycle-driven approach rather than a simple marketing-to-sales handoff. In a recent strategy session, we examined what it takes to build a lead management engine today. We …
Read more “Is your B2B lead management engine built for today’s reality?”
Instagram is now a viable full-funnel channel for B2B marketing. It supports awareness, buyer validation and high-intent engagement among decision-makers who increasingly use social platforms as research tools. For B2B marketers in 2026, the question is no longer whether Instagram is relevant — it’s how to use it strategically. For more than a decade, the …
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You aren’t short on data; you’re surrounded by it. But when that data is trapped in disconnected systems and conflicting dashboards, it feels less like an asset and more like a “data prison.” We know the frustration of having plenty of information but limited ability to turn it into trusted action. The upcoming March 4th …
Read more “Breaking free from data prison with a roadmap to unified customer insights”