June 2026

B2B marketers love talking about markets. Segments. Personas. Buying committees. Decision units. Procurement processes. And yes, all of those things matter. But sometimes I wonder if we’ve overcomplicated something fundamentally simple. At the end of every B2B technology purchase are people. People with ambitions. People with concerns. People trying to avoid making the wrong decision. […]

For the last couple of years, one debate has dominated marketing circles. Can AI write content as effectively as humans? If you listen to the hype, you’d think the answer is already settled. I’m not so sure. A recent Semrush study analyzed more than 42,000 blog posts across 20,000 keywords. One finding stood out to

Marketers have debated whether AI would replace human writers. I think we may have been debating the wrong issue. The bigger challenge isn’t whether AI can create content. It’s that AI has made content creation so easy that differentiation is becoming harder. A couple of recent studies caught my attention. Gartner recently found that 49%

One trend has become increasingly clear to me over the last couple of years. Thought leadership is no longer company-led. It’s becoming people-led. For years, B2B technology companies invested heavily in corporate blogs, white papers and campaigns designed to position the brand as the expert. But buyers don’t really connect with logos. They connect with