Lead quality vs lead volume: Why B2B teams are still getting this wrong in 2026
EVENTS THAT ACTUALLY MATCH THE BUYER JOURNEY (Not just your KPIs) Date: 25 July 2025 Let’s get this out of the way: one webinar won’t close a million-dollar deal. No one wakes up, hears a 30-minute panel on “the future of AI in logistics,” and rushes to buy your six-figure platform. Still, somehow, B2B marketing […]
The 2026 Capacity Crunch: Why marketing teams need a new model
THE 2026 CAPACITY CRUNCH: WHY MARKETING TEAMS NEED A NEW MODEL Date: 7 November 2025 It takes ~36 – 47 days to fill a marketing role, in today’s market, while delivery deadlines move weekly. That mismatch is the real capacity crunch of 2026. Budgets haven’t collapsed, but they’ve flatlined at ~7.7% of revenue for a […]
Event Production 2026: The true cost of in-house vs agency
EVENT PRODUCTION 2026: THE TRUE COST OF IN-HOUSE VS AGENCY Date: 6 October 2025 In 2026, event budgets aren’t being “cut” so much as scrutinised. CMOs are still operating at ~7.7% of company revenue, flat year-on-year and well below pre-pandemic norms, which means every line needs to prove impact. Meanwhile, event planners say rising costs […]
Events that actually match the buyer journey
EVENTS THAT ACTUALLY MATCH THE BUYER JOURNEY (Not just your KPIs) Date: 25 July 2025 Let’s get this out of the way: one webinar won’t close a million-dollar deal. No one wakes up, hears a 30-minute panel on “the future of AI in logistics,” and rushes to buy your six-figure platform. Still, somehow, B2B marketing […]
The ABM lie: Why it’s time to kill campaigns and start building experiences
THE ABM LIE: WHY IT’S TIME TO KILL CAMPAIGNS AND START BUILDING EXPERIENCES Date: 1 July 2025 B2B marketers have been sold a dream: that Account-Based Marketing (ABM) is the silver bullet to close bigger deals, faster. The truth? ABM is no longer enough. If you’re still running “campaigns” instead of curating real experiences, you’re […]
The science of launching a new product: What most companies get wrong
THE SCIENCE OF LAUNCHING A NEW PRODUCT: WHAT MOST COMPANIES GET WRONG Date: 23 June 2025 In the high-stakes world of B2B tech, launching a new product is a defining moment, the culmination of months, even years, of strategy, innovation, and investment. Yet, a staggering 45% of product launches are delayed by at least one […]
THE ART OF AUTHENTIC CONNECTIONS: HOW TO BUILD TRUST WITH YOUR PROSPECTS
THE ART OF AUTHENTIC CONNECTIONS: HOW TO BUILD TRUST WITH YOUR PROSPECTS Date: 15 June 2025 For B2B tech marketers battling long sales cycles, skeptical buyers, and mounting pressure to show pipeline impact, the question isn’t “How many impressions did we get?” It’s “Did we earn their trust?” Because in today’s marketing climate, authenticity converts […]
What great partner programs get right
WHAT GREAT PARTNER PROGRAMS GET RIGHT Author: Jeff Ballard, Head of Partnerships Date: 12 May 2025 Let’s be honest, Most partner programs are bloated, slow, and underperforming. There’s too much noise, too many dashboards, and not enough real outcomes. If your partnership isn’t generating measurable growth, it’s not a partnership – it’s an agreement surviving […]
Immersive experiences are taking center stage
Immersive experiences, when well-integrated into your event, can enhance thought leadership rather than detract from it. By providing a unique and engaging way to convey complex information, these experiences can elevate your event’s perceived value. However, it’s crucial to ensure that the immersive elements are directly tied to the event’s core themes and objectives. If […]
Account-based innovation tour: A must-attend event for senior B2B marketing leaders
Companies that adopt an account-based approach throughout their entire Go-To-Market (GTM) strategy consistently outperform those that do not. However, despite the benefits, many GTM leaders have been left to fend for themselves in the wake of significant acquisitions in the market research space. The acquisitions of SiriusDecisions, TOPO, and ITSMA by mega-sized firms have created […]