Key Takeaways: Iterable’s Priya Gill says B2B customer engagement now depends on consistent, connected experiences that build trust over time, not just more campaigns or surface-level personalization. Gill argues AI should reduce operational complexity by handling repeatable tasks and helping teams act on signals in context, while humans stay focused on judgment, nuance, and experience…
B2B Marketing Image from iStockBy Pooja Vashisht There is a moment that every B2B marketer knows intimately, even if they rarely talk about it. It is the moment a deal closes. The sales team celebrates. Leadership acknowledges the revenue. The account is logged. And somewhere, quietly, the marketer who spent months shaping the category narrative,…
Key Takeaways: Sinch Mailgun’s Kate Nowrouzi details how B2B email is shifting from isolated campaigns to an always-on engagement channel, with deliverability, clean data and relevance driving performance. B2B marketers should look beyond open rates and measure email by its impact on engagement quality, pipeline progression, deal acceleration and customer retention. Email marketing is no…
B2B lead generation in 2026 is shaped by three forces: AI, buyer led research, and increasingly complex buying committees. The days of throwing everything into a marketing automation system and hoping for the best are long gone. Today’s high performing teams don’t just adopt new tools, they rethink how buyers want to engage, evaluate, and…
Want to hear about some brilliant ABM campaigns? The findings here are informed by an in-depth assessment of shortlisted work from the 2025 B2B Marketing Awards. Analyzed by more than 100 independent, client-side judges through a rigorous two-stage process, the analysis goes beyond just the winners to reflect high-performing work—offering a clearer picture of what’s…
Columnist As businesses face increasing competition and audiences’ shorter attention spans, the way we build trust is changing. For many, marketing has become more data-driven than ever, with dashboards, automation and artificial intelligence shaping how companies reach their audiences. But while these tools improve efficiency, they don’t solve a growing challenge in B2B: credibility. In…
AI Search: A Game-Changer for B2B Marketing Accountability Forrester Most B2B marketers understand how buying behaviors are changing. As my colleagues have authoritatively written about, business buyers are turning to answer engines as a tool to increase their speed, efficiency, and confidence in purchasing. Accordingly, 90% of B2B marketing leaders report that AI visibility is,…
Company Logo Germany’s B2B BNPL market is growing rapidly, driven by strong SME demand for flexible payment options amid tightening bank credit. Key opportunities include digitisation of procurement, expanding BNPL into e-commerce platforms, leveraging SEPA Instant for real-time settlements, and cross-border expansion in the eurozone. German B2B Buy Now Pay Later Market German B2B Buy…
Most B2B customer experience failures don’t stem from weak messaging but from misaligned organizations. As CMOs take on growth, the real challenge is closing the gap between brand promise and operational reality. There’s a pattern playing out across B2B companies that’s becoming harder to ignore. A bold new brand positioning is launched, with a compelling…
Earlier this year, we released our 2026 UK Agencies Benchmarking Report, packed with valuable insights into the evolving B2B landscape. Alongside thought leadership trends, client satisfaction metrics, and a definitive ranking of the highest-earning agencies, the report also highlights agency specialisms. This week, we’re spotlighting the top 10 agencies who specialize in market and strategy…
