Summary Your sales team is celebrating faster cycles. But something shifted with the deals themselves. You’re landing with buyers focused on price and immediate needs. Meanwhile, the strategic accounts that generate real
Summary Industrial equipment now comes with software. APIs. Cloud connectivity. Your buyers aren’t just procurement teams anymore—they’re software architects. You need software marketing sophistication, but you can’t abandon the manufacturing credibility that
Summary Most agency relationships run on retainers: a fixed monthly fee for defined scope and predictable deliverables. The model works until it doesn’t. A different approach is emerging, one where marketing success
Summary Most companies validate business models by building the product first, then hoping customers appear. Expensive. Risky. Often wrong. Smart companies run tiny marketing experiments that reveal whether anyone actually wants what
Summary Marketing leaders keep hiring agencies like they’re ordering takeout. Quick transaction, immediate results expected, move on when the next shiny option appears. Meanwhile, companies building unshakeable market positions are betting on
Summary Marketing teams keep adding tools to solve problems, creating a new problem nobody talks about: integration debt. Each new platform promises efficiency but demands coordination with everything else. Teams end up
Summary Technical stakeholders now veto enterprise software deals before procurement even gets involved. But most B2B marketing still focuses on business value alone. The gap? Content that satisfies engineering rigor while driving
Summary Most companies think global marketing means translating their message into different languages. It doesn’t. The real challenge isn’t finding the right words in German or Mandarin. It’s understanding that business cultures
Summary The time zone advantage represents a fundamental shift from viewing global marketing teams as cost optimization to building always-on marketing machines that capture performance improvements single-location teams simply cannot match. The