POV
Marketers have long celebrated the moment when a lead downloads a whitepaper or registers for a webinar. It’s a signal of intent — or, at least, it used to be. These days, more and more leads aren’t actually consuming the content they requested. This growing delay in (or flat-out absence of) ...
How To
LinkedIn has published a new report which looks at effective approaches in B2B marketing, and what B2B decision-makers view as the most engaging, enticing elements of marketing outreach.LinkedIn’s 21-page “B2B Marketing Benchmark: The Influence Report” incorporates feedback from over 1,500 decision-makers, providing specific insight into how to connect with them, ...
Trends
In recent years, content marketing trends have been heavily shaped by emerging technologies, particularly generative AI. But in 2025, there’s a notable shift: the human is coming back in favor. There is a common thread across many of the 2025 B2B marketing trends: the need for content that feels more personal, ...
Best in Class
If we thought last year’s Pride was quiet for brands, in 2025, you can practically hear a pin drop. Across industries, DEI and related marketing efforts have been wildly scaled back or come to a complete standstill. And much like with Black History Month in February, this month we’re seeing far ...
Trends
Economic uncertainty is pushing marketers to prioritize performance channels and results, even if that means sacrificing brand safety in the process, according to research from Advertiser Perceptions.While 71% of marketing professionals say they are adopting brand safety approaches this year to combat disinformation and support credible journalism, that figure is ...
Best in Class
In times of economic turmoil, brands have the opportunity to step up and show customers they understand their struggles. Rather than retreating, brands that proactively develop recession response strategies can strengthen trust and build loyalty. Rooted in empathy, these brands prove they’re not just selling products but standing beside their ...
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