Best practices are supposed to be the shortcut. The proven playbook. The thing that works. Someone figured it out, documented it, and now everyone can skip the hard thinking and go straight to execution. The problem is that everyone did exactly that. And now every B2B company is running the same plays, using the same frameworks, following the same advice - and wondering why nothing stands out. The gated ebook followed by a five-email nurture. The LinkedIn thought leadership c

There's a pattern in how marketing teams get evaluated, promoted, and celebrated. Build a complex, multi-channel campaign with sophisticated segmentation, dynamic personalization, and AI-powered optimization across six touchpoints - and the team gets praised for the ambition and the sophistication. Build a simple email from a real person's name with a clear message and a single CTA - the one that actually outperforms the complex version - and nobody's impressed. It doesn't lo

Ask a marketer from 15 years ago what they spent most of their time on and they'd say something like: understanding the customer. Researching what they need. Figuring out how to reach them. Writing something that would make them pay attention. The work was about people - understanding their motivations, their hesitations, their decision-making process. Ask a marketer today what they spend most of their time on and you'll get a very different answer. Configuring the MAP. Setti

Something has shifted in B2B buying behavior and most marketing teams haven't caught up. The buyer who shows up on your website today is not the same buyer who showed up three years ago. Three years ago, they arrived early in their research process - looking for information, comparing options, trying to understand the category. They needed educating. They needed nurturing. They needed the whitepaper, the webinar, the email sequence that walked them through the problem and the

Advice on how B2B marketers like you can navigate the challenges of a potential economic downturn.

The new 2022 State of B2B Marketing Training Report says only 19% of marketers feel very prepared for their futures in marketing.