Knowledge Hub
Evidence-based thinking for strategic marketers
Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...
LinkedIn is the only major social platform where business decision-makers are present in a professional mindset, at scale. That makes your LinkedIn B2B marketing strategy consequen...
Most campaign measurement problems aren't data problems. They're interpretation problems, and adding AI to an unclear measurement framework makes the confusion faster, not better.
AI brings genuine a...
Most AI tools generate text when you prompt them. AI agents do something categorically different: they take sequences of actions, make intermediate decisions, and complete multi-step tasks without hum...
Your next buyer probably will not find you the way your last one did. They will ask an AI assistant to compare the options in your category, read a synthesised answer that names three or four vendors,...
Every marketing event, feed and vendor deck right now is promising the same thing: AI agents that will run your campaigns, qualify your leads and rebuild your team around autonomous work. The volume i...