Growth insights, reports, and news for you

What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.

As B2B organizations navigate shifting markets and rising expectations, Emma Chatwin shares how Fujitsu’s three-year transformation journey moved marketing from the sidelines to the front line of business growth.

Struggling to turn fragmented account data into action? Agentic AI converts scattered insights into dynamic scoring and tailored engagement plays – helping ABM teams prioritize accounts and make confident, fast decisions.

Fujitsu wanted to understand how Agentic AI could support and enhance account prioritization processes.

B2B CMOs, your mission, if you choose to accept it, is to plan for FY26 marketing in a world where AI now influences buying decisions, budgets are tight, and buyer expectations continue to evolve. 

We are proud to announce the winners of our 28th Global Marketing Excellence Awards and will honor their outstanding achievements at Rethink New York on October 30. 

In this episode of our Spotlight Series, Mark Wellings, Executive Director, Thought Leadership, explores the power of thought leadership in driving competitive advantage and differentiation in today’s dynamic B2B marketplace.

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.

In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.

We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.

As an L&D Director working with top global B2B marketing teams, Jo Connolly reveals why enablement is the new growth engine – and how you can close the skills gap. Discover key findings and join our webinars for actionable strategies.

What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today’s demanding B2B landscape.

In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.

Thought leadership has transformed from a brand-building exercise into a pivotal element of enterprise decision making. It’s not just about generating interest; it's about securing trust, driving differentiation, and actively influencing purchase decisions.

Explore our journey with AI, the insights we've gained, and the innovative strategies we’ve developed, including our unique approach to ‘agentic AI’ and the CARE framework.

How can professional services firms scale ABM while maintaining deep client engagement and delivering measurable commercial impact? Oli Hammans and Gabriella Sellers share EY’s approach – smart prioritization, collaboration, and a relentless client-centric focus.

The use of AI remains a critical component of successful B2B buyers’ strategies. Here, we explore the five top use cases of generative AI, which are essential for enhancing marketing strategies and driving business success.

In the current competitive environment, client centricity has become more crucial than ever. However, many organizations still struggle to implement it effectively, which has a significant impact on their bottom line. A client-centric content engine can be a crucial component in overcoming these challenges to drive sustainable growth.

Momentum ITSMA, the leading B2B client-centric growth consultancy, launches its 2025 Global Marketing Excellence Awards program, honoring the best in B2B marketing.

There are many different types of research available to executives looking to support marketing and client-centric growth. But these are often conflated, leading to confusion over what they are meant to achieve and who the audience is. 

In the second of three blogs from our recent roundtable, we explore why the strategic importance of brand studies goes beyond measurement – and how they can influence alignment, decisions, and growth.

In the second episode of our Spotlight Series, Sarah DeFreitas, Executive Director, Research, shares how to harness the power of account intelligence to drive deeper engagement and deliver value at every stage of the customer journey.

Our research tells us that reputation now trumps relationships when clients are making decisions about solutions providers. But how well do your clients genuinely understand you?

In this episode of the Account-Based Marketing podcast, Mendeil Bailey reveals how Autodesk is transforming its marketing strategy by harnessing ABM to prioritize customer needs, maximize impact, and fuel long-term growth.