Let’s talk about the uncomfortable truth no one wants to say out loud: B2B buyers don’t actually want to talk to you — at least, not at first. Instead, they’re outsourcing their homework to AI-powered research tools. And guess what? AI doesn’t have feelings. It doesn’t care about your pitch deck, yo...
The Invisible Shortlist: Why Most Vendors Never Get a Shot
In B2B sales, many vendors still operate under the outdated assumption that they can jump into the buying process AFTER prospect signals intent. But in today’s digital-first world, that thinking is obsolete. By the time a buyer reaches out ...
In 2025 and Beyond, Outdated Sales Tactics Are Your Biggest Liability
Tech buyers aren’t making decisions the way they used to — and they certainly don’t make them the way most sales teams expect. If you’re failing to publish thought leadership, waiting for buyer intent signals before engaging, foc...
Becoming the Signal Above the Noise
In the cacophony of digital voices, standing out is less about volume and more about resonance. Think of the last time you met someone truly memorable. Chances are, it wasn't their ability to recite their resumé that stuck with you, but rather the undeniable qual...
“We’re spending $8,500 a month on ads. But the leads are too small and not ideal fits. We need a better way to attract prospects.” A friend shared this over coffee recently.
“Are you publishing thought leadership?” I asked. “Not really. I know we should be. I know it’s important for our marketing s...
Last week, we helped one of our clients organize and host a live round table event in London with members of the buy-side including CTAs, hedge funds and proprietary trading firms. This event was part of a year-long research project we’ve been doing to study the futures industry, develop effective b...
Some of our most impactful conversations have focused on the difference between content marketing and thought leadership. As I work with clients to plan their content strategy, this continues to be an important issue.
Explaining the Value of Financial Technology is Hard
We work with quite a few fi...
