What marketing and comms *really* need to watch how generative AI is changing *behavior*
Even if there’s a bubble that pops, generative AI is changing behavior, and that’s what strategic marketing and communications people need to observe Much of the discussion of generative AI centers on the tactical improvement it can make to marketing...Read More
Study correlates SaaS marketing spend with faster growth
SaaS companies that grow faster tend to invest more in every customer-facing function: sales, marketing and customer success There’s a correlation between the overall growth rate of SaaS companies and their investment in marketing. Whether bootstrapped or equity backed, those...Read More
41 B2B marketing and PR statistics that provide us all with a status update halfway through 2025
What’s going well: CMOs, marketing budgets, alignment with sales What could be improved: Trust, conversions, and customer retention In the course of writing weekly blogs and a monthly newsletter, I tend to cover many marketing surveys and PR statistics. While...Read More
B2B is marketing for measurement rather than persuasion
Marketing risks spending its budget in a way that’s measurable for the business rather than persuasive for customers Self-service has upended sales and marketing in the B2B sector. As Kaon Interactive CMO Dana Driss recently wrote: “The rise of self-serve...Read More
The B2B marketing playbook must shift from tricks to education
Instead of trading information for contact information that’s passed on to a BDR, marketing in B2B tech organizations must center on education and helpfulness “I want them demo-ing the software because when they see the software, they buy it.” That...Read More
5 useful benchmarks for guiding how gated content is best used B2B marketing
Downloading content is just early engagement for a long sales process; 66% of prospects who download content aren’t ready to buy for another year Netline, which develops marketing software for lead generation, is out with the latest edition of its...Read More
5 ways generative AI is changing organic search traffic in B2B marketing
The way buyers find and evaluate information is changing with generative AI, yet many B2B marketing teams are still optimizing for traditional organic search engines It seems to me that one of the biggest ways generative AI is changing human...Read More
Marketing budgets, as a percentage of revenue, are recovering, CMO survey says
Spending on CX drops and so too does customer retention; marketing leaders aim to hire but hesitate on other marketing spend amid economic uncertainty Marketing budgets are beginning to inch up again. It’s good to see because it’s long overdue....Read More
Not just seen, but believed: trust is the new mandate for marketing and comms
Marketing and comms puts most of its emphasis on reach when we’d be better served by putting the emphasis on being believed The lack of trust that’s emerged in American society is pervasive. It’s woven into nearly every institutional pillar,...Read More
The surprising reason marketing leaders get fired
Rather than measurement, the biggest reasons marketing leaders get fired tend to center around communication and collaboration Two of my favorite hobbies are SCUBA diving and skydiving. Both activities come with certain obvious risks, though I’d insist there’s more risk...Read More
