by Brent Keltner | Mar 12, 2026 | Uncategorized
B2B buyers expect hyperpersonalization, and personalization needs to start on your website. Most B2B companies do not have the right level of personalization, and it is costing them. In 2025, B2B businesses paid more for online customers to get worse results:...
by Rebecca Schuette | Mar 10, 2026 | Uncategorized
The internet had a bit of fun recently with a video from the McDonald’s CEO. In the clip, he’s tasting one of the company’s burgers and describing it enthusiastically. But instead of calling it a burger, or even a sandwich, he repeatedly referred to it as… “The...
by Brent Keltner | Feb 25, 2026 | Uncategorized
On paper, ABM looks simple: named accounts, tailored journeys, personalized outreach. In reality, many campaigns stall because Marketing and Sales never truly launch together. Marketing invests in ads, sequences, and content. Interest spikes. Then… nothing. Reps...
by Brent Keltner | Feb 19, 2026 | Uncategorized
B2B companies invest a lot of energy in segmentation: industries, regions, tiers, and detailed personas. On paper, it looks sophisticated. In practice, it often doesn’t help GTM teams decide where to focus first or how to win. Neil Baron, Managing Director at Baron...
by Yan Gonzalez | Feb 17, 2026 | Uncategorized
Personalization used to mean swapping headlines, serving different hero images, and calling it a day. In 2026, the bar is higher: buyers don’t just want relevance, they want clarity, confidence, and momentum inside the website experience. And there’s a real risk if we...
by Brent Keltner | Feb 12, 2026 | Uncategorized
The “buying committee” used to be a sales concept, while marketing focused on individual buyer personas.No longer. Now marketing needs to own the buying committee. A robust buyer journey is multi-stakeholder: there are 6 to 10 buyers in the typical B2B purchase, and...
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