A theory on why B2B marketing requires so many darn customer touches today
When you step back and look, the trend line is clear: when companies cut B2B marketing brand and awareness programs, sales cycles grow longer and require more touches It takes 62-plus touches to close a deal in 2026. The B2B...Read More
AI might get you on the short list, but it still takes people to move forward
Survey of B2B buyers, especially those using gen AI to short list software and tech, suggests that as long as people are buying software, it’s also going to take people to sell it “B2B buyers are changing how they...Read More
The top B2B marketing blog posts that sum up trends from 2025
Budgets, trust and of course, generative AI, top the list of most-read blog posts this year The end of 2025 marks the 16th year this blog has been publishing consistently. It started as a tool for my personal efforts to...Read More
How many touches or interactions does it take to attract and close B2B prospects?
Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions “Hidden buyers” is a buzzy new term floating around B2B circles. It conveys the idea that...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
Marketers focus on demand generation increasingly seek to build trust
It’s good that trust is back in fashion for demand generation at the strategic level – but we’ve got to put those words into action across all marcom tactics too “How do marketers balance trust-building with immediate lead generation?...Read More
Brand marketing PLUS demand marketing beats brand VERSUS demand, study finds
Brand prioritizes perception, demand prioritizes behavior; integrated marketing teams tend to have stronger cross-functional relationships, are more involved in strategy, and generally have larger budgets Marketers who succeed at integrating brand marketing with demand marketing tend to produce better results....Read More
