B2B firms can move from marketing automation to strategic anticipation by hijacking the buyer's journey to win business. For most B2B firms, the sales pipeline looks like a funnel. In reality, it’s more like a pinhole. At any given time, only about 5% of your total addressable market is actively shopping for what you sell. The other 95% aren’t looking, aren’t ready, or haven’t yet recognized that they have a problem or opportunity worth addressing. That 5% figure isn’t a mar

The Greyfriars Bobby Statue in Edinburgh, Scotland When you ask ChatGPT, Perplexity, or Google’s AI Overviews a business question, what...

Your Company's Reputation is now Algorithmic Executive Summary In 2010, a financial services firm with an 80-year history and offices in...

Position yourself as a high-value player to secure larger clients, instead of settling for a "boutique" status. If you're managing a...

Modern White Papers Can be Effective if B2B Marketers Drop Old Habits The B2B marketing world has declared white papers dead so many...