Insights Hub
We aim to equip you to confidently navigate the ever-evolving B2B marketing landscape. Search below or browse the raft of bespoke B2B content housed in our Insights Hub, and stay tuned for regular updates.
The Confidence Gap
For years, B2B marketing has focused on earning attention. But in complex buying environments, attention alone rarely drives decisions.
This edition of the knowledge explores the growing confidence gap in B2B buying – the space between generating interest and giving stakeholders enough clarity, reassurance and alignment to reach agreement internally.
B2B2C: What consumer ads audit reveals for B2B brands
B2C and B2B marketing have traditionally sat in overlapping circles. While B2C is typically influenced by fast-paced social trends and emerging technologies, these often filter through to B2B – drawing their circles closer together. Today, more B2B brands operate in ecosystems where the end consumer has increasing influence –…
Trade media as an AI training ecosystem
As buyers increasingly turn to AI-powered tools for early-stage research, a critical question emerges for communications leaders: What does this mean for my B2B marcomms strategy?
Three questions every B2B marketer should be asking in 2026
Over the last year, the bar for what effective B2B marketing looks like has moved. You see it in how buyers now discover information, how they decide which brands they trust and how…
Beyond the booth: Community meets innovation at Fi Europe
Trade shows have long provided an important platform for B2B businesses to showcase their products and services. But, in a post-pandemic world, do traditional event formats still meet the demands of today’s audiences – or do they need to adapt? Our team recently travelled to Paris for Fi Europe, the leading global food ingredients…
Reframing healthy longevity marketing: 5 ways to win
Healthy longevity is no longer a fringe concept reserved for biohackers or premium wellness brands. It is steadily becoming part of how people think about health, ageing and quality of life more broadly. And that…
AI-driven strategy & creativity: building smarter B2B campaigns
B2B marketers today are expected to be strategic, creative and data-driven all at once, often with fewer resources and tighter timelines. AI promises to make that balance easier, but without the right…
Value on Investment
B2B marketing leaders often find themselves balancing two competing timelines: today’s ROI and tomorrow’s opportunity. The pressure for quick wins and measurable returns is ever-present but focusing only on immediate results is like admiring the trees while missing the forest.
This Value on Investment (VOI) edition of the knowledge invites you to zoom out and see the bigger picture — to explore the broader value marketing creates over time.
AI search myths B2B content marketers need to question in 2026
As 2026 begins, B2B content marketing sits at an inflection point. AI-driven search and discovery are undeniably changing how audiences find, evaluate and engage with information. Yet while the pace of change…
