Our Latest & Greatest Ideas

Account-based marketing (ABM): is it out with the old and in with the new? Maybe. Researchers and marketers everywhere espouse the virtues of ABM, and to be frank, there’s no room, or need, to debate them. But despite the proven pros, ABM doesn’t equally benefit all businesses. As we know well in marketing, there’s never a one-size-fits-all strategy. Instead, we propose an alternative to ABM, cohort-based marketing (CBM), which represents a more practical, realistic, and balanced approach to marketing.

McGregor, Mayweather, Fury. Now it’s time to make way for the next big face-off: humans vs. AI. As more industries continue to shift their perspectives on AI from 'trend to watch' to a legitimate business need, we’re faced with the inescapable question: What does AI adoption mean for marketers?

Although you might turn to podcasts as a source of daily news or afternoon entertainment, the medium’s utility doesn’t end there. For B2B companies looking to expand their reach, podcasts are an accessible and effective tool to engage new audiences and build brand loyalty. We review the benefits of podcasting and explain why it’s gaining popularity in B2B marketing.