Resources

When a robotics system has no established category, buyers benchmark it against the general-purpose arm they already know. They score reach and dexterity, measures your system was never built to win on, and miss repeatability, footprint and cycle cost. The marketing job is to name the right metrics before the spec sheet does. Key Takeaways […]

Published estimates run from 5 to 28 because different sources count different people. Gartner counts 6 to 10 decision-makers. Foundry counts 26 influencers on major enterprise purchases. Whichever number fits you, the deal stalls in the same two seats: procurement and legal. Key takeaways The number depends on what you count. Gartner counts 6 to […]

Five B2B content marketing trends decide ROI in 2026: AI production at scale, generative engine optimization, thought leadership built for buying groups, personalization on first-party data, and measurement tied to revenue. Content Marketing Institute research across 1,015 B2B marketers found 95% now use AI applications, while only 39% see better content performance. The gap is […]

A Practical Playbook for B2B Marketers Navigating Complex Sales Your best buyers are forming an opinion about you before they ever land on your website, and increasingly, before a human at your company even knows they exist. They are asking ChatGPT which vendors to shortlist, prompting Perplexity to compare your platform against three competitors, and […]

Turning Website Performance Metrics into Pipeline and Revenue Signals Most B2B websites are measured by the wrong yardstick. Traffic climbs, dashboards fill with green arrows, and yet the revenue team cannot trace a single closed deal back to the site. For leaders in various complex industries, the gap between web activity and business outcomes has […]

What the data is telling B2B marketing leaders right now, and how to act on it Six trends are separating high-growth B2B companies in 2026 and separating the companies pulling ahead from those falling behind: channel consistency as a retention imperative, a widening performance gap between leaders and laggards, AI shifting from a point tool […]