Article
Subtraction as a Growth Strategy
Your B2B Portfolio Mixes Strong & Weak Brands Indiscriminately – It’s Costing You In consumer markets, brand building is obvious:...
Podcast
What B2B Technical Leaders Can Learn from Ring’s Super Bowl Misstep
In this episode, Mary and Tom unpack the backlash surrounding Ring’s Super Bowl ad for its new “Search Party” feature...
Article
What B2B Technical Leaders Can Learn From Ring’s Super Bowl Ad Failure
When companies think “slam dunk” and skip discipline, they get blindsided. When Ring (the home security company owned by Amazon)...
Podcast
How AI is Rewriting the B2B Growth Funnel
Search, as most B2B marketers learned it, is no longer the center of gravity. In this episode, the team explores...
Article
How AI Is Rewriting the B2B Buying Funnel — and Why Most Companies Aren’t Built for It
When recommendations happen before buyers ever visit your website, “being found” stops driving growth. B2B buyers are already using AI...
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Podcast
Why Generational Labels Fail — and What Segmentation Gets Right
In this episode, Mary, Tom, and Sean are joined by special guest Ginny Ertl, a change management and leadership development expert,...
Article
Why Generational Labels Fail and What That Teaches Marketers About Segmentation
Every few months, a headline makes the rounds asking some version of the same question: For marketers, this pattern should...
Podcast
Looking Ahead to 2026: The Trends That Will Shape B2B Strategy
In this episode, Mary, Tom, and Sean look ahead to 2026 by exploring how digital health, AI-driven micro-segmentation, and workforce...
Article
Looking Ahead to 2026: Why Simply Tracking Trends Is No Longer Enough
As we head into 2026, most leadership teams are doing what they should be doing: scanning the horizon for trends...
Podcast
The Year in Review: What 2025 Revealed About Strategy and Readiness
In this episode, the team looks back on 2025 through a strategic lens — not by judging predictions, but by...