The Fortinet CMO sits at one of the more demanding intersections in enterprise marketing: a cybersecurity company with genuine technical depth, a global sales motion that runs through channel partners, and a market where buyer trust is the only currency that matters. The role is not about brand awareness campaigns or social media presence. It…
B2B SaaS stands for business-to-business software as a service. It describes software products sold on a subscription basis from one business to another, delivered over the internet rather than installed locally. The defining commercial characteristic is recurring revenue: customers pay monthly or annually for continued access, which changes the economics of both selling and retaining…
B2B SaaS stands for business-to-business software as a service. It refers to software products sold on a subscription basis to other businesses, delivered via the cloud rather than installed locally. The defining commercial characteristic is recurring revenue: customers pay monthly or annually to access the product, and the vendor’s entire growth model depends on keeping…
B2B service automation in 2025 is no longer a technology conversation. It is a commercial one. The question is not whether to automate parts of your service delivery, but which parts are worth automating, what the real cost of getting it wrong looks like, and how automation changes the shape of your sales and account…
B2B service automation in 2025 is no longer a technology story. It is a commercial strategy story. The tools exist, the infrastructure is mature, and the question every serious B2B operator is asking is not whether to automate but which parts of the service delivery chain are worth automating and which parts will cost you…
LinkedIn advertising works. But not in the way most B2B marketers are running it. The platform gives you access to a professional audience that no other channel can match, with targeting granularity that goes well beyond job title and industry. The problem is not the platform. The problem is that most campaigns are built around…
LinkedIn lead generation works when you treat the platform as a sales environment, not a content broadcast channel. The mechanics are straightforward: identify the right people, give them a reason to engage, and move the conversation off-platform before momentum dies. Most B2B teams get stuck because they optimise for visibility instead of pipeline. This article…
LinkedIn lead generation is the process of using LinkedIn’s platform, tools, and audience to identify, attract, and convert potential buyers into sales conversations. Done well, it is one of the most direct routes to decision-makers in B2B. Done badly, which is how most teams do it, it is a reliable way to annoy your target…
LinkedIn advertising works best when you treat it as a demand creation channel, not a lead harvesting tool. The platform gives B2B marketers access to a professional audience that no other channel can match on targeting precision, but most campaigns underperform because the strategy behind them is built for the wrong objective. Getting LinkedIn ads…
LinkedIn advertising works best when you treat it as a brand-building channel that also converts, not a performance channel that occasionally builds brand. The distinction matters more than most B2B marketers realise. Get the framing wrong and you’ll spend months optimising the wrong metrics, wondering why cost-per-lead looks reasonable but pipeline stays flat. The platform…
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