Insights
Brent Keltner
Classically trained marketers have, for decades, focused on the four Ps of marketing: product, price, place, and promotion. That is how many of us were taught to think. But the problem is that 90% of buyers are not in market, and the 10% who are looking to do something in your category are already overwhelmed by channel noise, from digital ads and event invites to “personalized” emails driven by intent data.
Ed Stevens
For Ed Stevens, Founder & CEO at Scoot, building AI agents is not about creating one giant system that tries to do everything. It is about structuring work in a way that is easier to build, debug, and improve over time. That is why his perspective is so practical. Instead of treating an agent as a monolithic workflow, Ed describes a model in which teams "break these down into agents and sub-agents."
Rebecca Schuette
Every CRO I talk to says the same thing: “We need more pipeline.” And to be fair, that’s not wrong. Pipeline does matter. But in most of the conversations I’m having, it’s not the real problem—it’s just the most visible one.
Michael Whitlow
Better lead qualification starts with better signal definition. For Mike Whitlow, Director of Product Strategy and Marketing at Activator, the first step is not writing emails or building lists.
Markets aren’t broad anymore. They’re micro-segmented. Buyers don’t want general capability; they want proof that you understand their world: their role, their industry, their constraints, and their metrics. The mistake most companies make is jumping
Resource hubs often fail for one simple reason: the company hasn’t clearly operationalized who it serves and what those audiences are trying to achieve. Watermark gets this right. As a provider of higher-ed software for
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
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
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.