Early in the B2B purchasing process, buyers are rarely evaluating solutions in a strict, side-by-side sense. Before feature lists, architecture diagrams, or pricing conversations come into focus, most buyers are still trying to understand the problem space itself—what kind of issue they’re dealing with and why it exists. This baseline understanding helps them interpret what
The way B2B buyers become aware of solutions and technologies is evolving. Historically, this process centered on keyword searches, analyst reports, vendor websites, peer reviews, and gated assets. Today, that model is expanding as large language models (LLMs) become part of early-stage research, helping buyers summarize information, compare approaches, and clarify unfamiliar concepts—acting less like
What do B2B marketing and romance have in common? There’s something magical in an immediate connection. And while love at first sight isn’t realistic given today’s major decisions and sizable buying cycles, it’s worth reviewing some best practices and useful tips that can help make sure your content is putting its best foot forward. Here
New Year’s resolutions come and go, but real progress in B2B technology marketing isn’t about what you promise in January; it’s about what you practice all year long. As we move into 2026, the marketing landscape has never felt more complex, or more full of opportunity. AI is rewriting workflows. Privacy is reshaping personalization. And
B2B buyers show a strong emotional connection to their vendors, which helps explain why more marketing leaders are starting to balance acquisition with retention strategies.¹,² Yet surprisingly, only about 35% of organizations have adopted advanced health-scoring metrics as part of their customer-success programs. Most still lack structured ways to track and improve client relationships.³ Thanksgiving
The classic B2B playbook—generate demand, close the deal, move on—still echoes through many sales teams. But today’s buyers are flipping the script. By the end of 2025, more than half of all $1 million-plus transactions will happen without direct sales involvement.¹ And with most evaluations done before sales even steps in, your best chance to
Anyone working in tech-oriented B2B marketing will inevitably encounter the weeds. It’s a euphemism for the realm of technical details and complexity that, left unchecked, can overwhelm your message and render your content ineffective. Savvy B2B marketers know that getting lost in the weeds is always a danger. And they’ll instinctively avoid them to keep
B2B tech marketing has a storytelling problem. Too much content reads like an instruction manual: feature lists, technical specs, and acronyms galore. It’s logical. It’s accurate. And it’s forgettable. Because even the most groundbreaking technology won’t land if buyers don’t understand how it solves their problem—or more importantly, what’s in it for them (WIIFT). They’re
Creating a compelling video for your B2B technology audience can transform how your brand connects with customers, communicates value, and stands out in a competitive market. With the right planning and a touch of creativity, a well-crafted video boosts engagement and makes complex technology topics more accessible. However, marketing and sales teams often struggle to
In B2B technology marketing and sales, video stands out as a uniquely powerful medium to capture attention, explain complex ideas, build trust and drive action. Today, AI tools are making videos even more impactful and cost-effective by streamlining production, enabling personalization and providing insights into viewer behavior. This blog post explores how video assets are
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