Our perspectives
Who owns your marketing alpha?
A field read on the ownership question now facing enterprise technology, and what it means for marketing teams building on frontier AI models.
Where to start
Signals from the EdgeShaheen Yazdani on what we are seeing in live client work, and what it means for the year ahead.Explore Signals from the Edge
Trends BriefOriginal research on what is changing across the industry, and how our clients are adapting.Explore Trends Brief
ChatB2BAndrew Au interviews marketing leaders at the largest enterprise technology companies on how they are piloting and scaling AI use cases across their organizations.Explore ChatB2BeBooksPapers on emerging trends such as neuroscience-based creative and AI-powered research.Explore eBooksInsights hub
Who owns your marketing alpha?
Where durable advantage lives when every competitor rents the same frontier models.
Why 2026 feels heavier, and what the data says
The two-sided squeeze on B2B tech marketing, read against research from Promethean and WP Engine.
SEO is not dead. It is becoming findability
What changes when buyers stop searching and start asking.
How AI is reshaping B2B tech marketing
What we see across global product, field, and alliance marketing teams.
When AI becomes an operating model.
The demand now is better, faster, and cheaper, no longer one at the expense of the others.
The Anatomy of AI-Powered ABM
Hans Bunes, independent consultant, previously HP.
What it takes to be creative in the AI era at HP
Liz Merrilees Emlay, Head of Global Creative Services and Product Marketing, HP.
Building the Backend for AI Agents
Patrick Vuong, first Director of Product Management, Moderne.
The Rise of the Senior IC in the AI Era
Jaynie Miller, Worldwide Product Marketing Lead, HP.
Optimizing AI Search: Lessons from Sophos
Megan Cabrera, former VP of Marketing Operations, Sophos.
The AI-Ready Marketer: New Rules for Content and Culture
Tammy Tufty, Content Strategist, BMC Software.
When AI Meets ABM: Rethinking Content and Buyers
Murali Kandasamy, VP of Growth and Strategy, PathFactory.
What AI PCs Really Change for Marketers
Jeanette Kennedy, Marketing Lead, Microsoft.
How AI Is Rewriting the Rules of Knowledge Work
Mahadev Sastri, Marketing Lead for Strategic Alliances, CGI.
AI Adoption Inside Lenovo: Pilots, Procurement, and Progress
Shoeb Shaikh, Senior Manager for Global Campaigns, Lenovo.
How TELUS is Applying AI in Vertical GTM
Tristan Retelsdorf, VP of Marketing and RevOps, TELUS Agriculture and Consumer Goods.
“Sprint to Agents”: What Agentic Marketing Actually Means
Francis Silva, Chief Technology Officer, Intercept.
Redefining Creative Work for the AI Era
Catherine Richards, creative and content strategy leader, previously Dell, Adobe, and VMware.
Scaling Social Without Losing the Human
Kelly Broili, SAP.
The Playbook for Practical AI: Inside Procom’s AI Journey
Dylan Fedy, Procom.
Re-wiring the Marketing Org
Audrey Davidson, integrated marketing lead for the Americas, Microsoft.
What It Really Takes to Scale AI Pilots
Jessica Hreha, Veeam.
How AI Can Support Partner Growth
Shelley Green, TD SYNNEX.
Future-Proof Your Marketing Career in the Age of AI
Josh Chiavaroli, Intel.
The AI Opportunity for Channel Partner Marketing
Rethinking Sales Enablement in the AI Era
Introducing ChatB2B
The Hidden Neuroscience Behind High-Performing Ads
Neuroscience-based creative measurement, and what it predicts before a campaign runs.
The Next Era of AI-Powered Research
How synthetic and live audience research work together.