Insights
Rebecca Schuette
This morning I was outside playing catch with my son. One bad bounce, one bobbled catch, and suddenly I was walking back inside with a swollen lip. Not exactly how I planned to start the day. It struck me later that it feels a lot like running B2B demand generation in 2026.
Irina Schmidt
The old playbook does not work the way it used to. Buyers are harder to reach, trust is harder to earn, and brand-created content alone is often not enough to open the door. Irina Schmidt, VP of Enterprise Marketing at Digital Science, sees a more effective approach: using third-party content and thought leadership to start conversations around the problems buyers are already trying to solve.
Marc Wayshak
Most demand generation is built for volume. More emails, more content, more ads. The problem is that the senior buyers who can actually say yes to a meaningful deal are exactly the people volume rarely reaches. A CEO won’t take a cold call from a salesperson. A founder won’t open the tenth AI-generated outreach email of the morning.
One of the most common recommendations in B2B marketing today is to invest in thought leadership. It's good advice. Buyers want expertise. They want insights. They want help understanding complex challenges before they engage with a vendor.
Rebecca Schuette
For years, website optimization was relatively straightforward: write for humans, structure for search engines. Now, with the rise of AI-powered search, answer engines, and large language models, many marketers are discovering an uncomfortable truth: The content structures that AI systems prefer are often different from the content structures that human readers prefer.
Brent Keltner
B2B buyers are not waiting for vendors to educate them anymore. They are learning from peers, pressure-testing ideas inside their networks, and forming opinions long before sales enters the conversation.
Ray Goforth
Many sales and marketing teams optimize for individual moments—lead generation, pipeline creation, or closing, but struggle to connect the full customer journey. That’s the perspective of Ray Goforth, SVP of Marketing at Take Command. Her
Ryan Sonnenberg
Sales teams often define their ICP at a high level, but struggle to operationalize it in a way that consistently drives the right opportunities at the right time. That’s the perspective of Ryan Sonnenberg, Director of Growth at Take Command. For him, it all comes down to precision and timing—“the right deal at the right time” —and building the internal and external systems that make that possible.
Most SaaS companies have one thing they do well on the website. Some are strong at segmentation. Others have solid thought leadership. A few make the product feel tangible quickly.