If you’re a B2B marketer, the “dark funnel” has likely made its way onto your whiteboard, your QBR decks, and your CEO’s list of things marketing should be fixing. The term itself sounds ominous, but it really just refers to the parts of the buyer’s journey we can’t see, like anonymous research, untracked conversations in Slack groups, Reddit threads, or...
Let’s face it, fellow marketers. Your job just got a lot harder. You used to build marketing plans around SEO. You optimized your content for Google, climbed the rankings, and called it a day. Now, thanks to generative AI and answer engines, the rules have changed. Forget single keywords. Forget link chasing. Welcome to the world of AEO (Answer Engine...
If you're a B2B CMO, you’ve probably noticed a frustrating trend: you have more data than ever, yet making confident, strategic decisions feels harder than it should. From misaligned sales and marketing motions to campaign performance that looks good on paper but doesn’t convert, the issue is clear. Marketers are drowning in data but starving for insight. Enter HG Insights,...
How to Stop Random Acts of Content and Start Fueling Revenue: B2B marketing leaders tell me the same story on repeat: “We build slick decks and elegant one-pagers, but Sales keeps using that ancient slide with the 2019 logo. Meanwhile, I’m drowning in last-minute requests.” Finding the sweet spot between ad-hoc support and repeatable, high-impact enablement is the modern marketer’s...
If your company has a podcast, at some point, your CEO will ask, "How do we grow the reach of our show?" It’s a familiar request—and a fair one, in theory. Podcasts can be a powerful tool for thought leadership, customer engagement, and even demand generation. But here’s the catch: Most B2B podcasts aren’t designed to go viral, nor should...
In the age of AI, distrust, and disappearing attention spans, B2B tech buying has gotten a whole lot weirder. Fortunately, TrustRadius dropped a data-rich report that offers clarity amid the chaos. Here are 10 things every B2B CMO needs to know right now—served cold, like a penguin’s martini. 1. AI Doubters Are Now the Minority “In 2024, 68% of buyers...
Much like those first blooming flowers pushing through the soil, fresh marketing budget data has arrived to brighten our planning horizons. That's why we're so excited to share insights from the comprehensive "2025 B2B Marketing Benchmarks" report recently released by Benchmarkit. This research—conducted by Ray Rike, Jon Miller, Carilu Dietrich, and Bill Macaitis—analyzed data from 323 B2B technology companies, offering...
Drew Neisser offers 10 insights from the recent HumanX conference in Las Vegas. ...
Let's face it, fellow marketing leaders—we're living in interesting times. And by "interesting," I mean the kind where phrases like DEI and ESG have morphed from corporate aspirations into political grenades that can explode in your brand's face without warning. In my conversations with CMOs across industries, I'm hearing the same concerns: "How do we stand by our values without...
Mining hundreds of conversations with CMOs for insights and deploying my ever-reliable crystal ball, I compiled this list of accelerants for B2B marketing leaders. Let me know your favorites and what I missed. Leadership & Strategy Technology & Innovation Customer-Centric Growth Operational Excellence Emerging Trends What's on your list?...