B2B content marketing in 2024 is splitting into two camps: teams producing more content than ever with diminishing returns, and teams producing less but converting better. The difference is not budget or headcount. It is discipline around what content is actually supposed to do commercially. The trends worth paying attention to this year are not…
B2B buyer persona research is the process of building evidence-based profiles of the people who actually make, influence, and block purchasing decisions at your target accounts. Done properly, it tells you what your buyers care about before a sales conversation starts, which problems they are trying to solve, and what language they use to describe…
The future of B2B sales is not a single shift. It is a convergence of several pressures that have been building for years: buyers who complete most of their evaluation before speaking to a salesperson, buying committees that have grown in size, and digital touchpoints that have made the traditional sales funnel a rough approximation…
B2B growth strategy, at its core, is the deliberate plan a company uses to acquire new customers, expand existing relationships, and build the commercial infrastructure to sustain both. Most B2B businesses have one. Fewer have one that is actually working, because the most common mistake is not a lack of strategy, it is optimising intensely…
B2B growth marketing is the discipline of building systematic, measurable pipelines that compound over time, combining demand generation, content, product-led signals, and sales alignment into a single commercial engine. Most B2B companies do pieces of this well. Very few do it as a connected system. The gap between companies that grow predictably and those that…
Samsung’s B2B marketing strategy in 2024 is a masterclass in how a consumer brand can credibly operate in enterprise markets without abandoning what made it recognisable. The company runs a parallel commercial structure, with dedicated B2B divisions selling displays, mobile devices, and infrastructure to organisations across healthcare, retail, education, and government, while its consumer brand…
B2B brand management is the ongoing process of defining, protecting, and consistently expressing a company’s identity across every touchpoint that matters to buyers, partners, and internal stakeholders. Done well, it reduces sales friction, supports pricing power, and gives a business something competitors cannot easily copy. Done poorly, it leaves sales teams carrying the full weight…
B2B marketing influencers are industry practitioners, analysts, and subject-matter experts who shape purchasing decisions among professional audiences, typically through content on LinkedIn, podcasts, newsletters, and niche communities. Unlike consumer influencers, they work in longer sales cycles, with buyers who are skeptical by training and accountable for the money they spend. Used well, they compress trust-building…
Account-based marketing is a strategy where sales and marketing teams align around a defined list of target accounts, treating each one as a market of one rather than broadcasting to a broad audience and hoping the right people respond. Done well, it concentrates resource where it is most likely to generate return. Done poorly, it…
Industrial marketing strategy is the process of positioning, communicating, and generating demand for complex products or services sold into manufacturing, engineering, or technical environments. It differs from consumer marketing not just in audience, but in buying dynamics: longer cycles, multiple stakeholders, specification-led decisions, and relationships that often outlast any single campaign. Most manufacturers know their…
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