Growth insights, reports, and news for you

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.

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 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.

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.

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.

What does it take to build a global ABM program that delivers real impact? For Rhiannon Blackwell, Global ABM leader at PwC, success comes from starting small while thinking big, prioritizing relationships, and using AI to drive smarter, scalable growth.

In today’s B2B landscape, brand reputation tracking is no longer optional – it’s a competitive necessity. Our research shows that as purchasing decisions become more complex and high stakes, B2B buyers say the risk of poor decision-making has increased. Minimizing this perceived risk and maximizing trust in your brand can help you win. 

Under pressure to deliver scalable and profitable growth, CMOs today can play a critical role in leading their organization’s response to new client demands and market dynamics.

How do you scale ABM without compromising the bespoke client-centric approach that defines its success?

In the final installment of our three-part blog series based on a recent financial services (FS) roundtable in London, we’re focusing on another critical component of Account-Based Marketing (ABM) that many organizations struggle with: identifying the right accounts. 

The key to a successful, scalable content strategy lies in relevance, not volume. By focusing on personalization and understanding your strategy maturity, you can deliver meaningful experiences that truly resonate with your audience.

In part two of our three-part blog series based on a recent financial services (FS) roundtable in London, we explore one of the biggest obstacles to ABM's success: inadequate sponsorship and governance.

Learn how Dell Technologies is using generative AI to revolutionize client engagement, optimize sales processes, and create tailored, high-impact customer experiences.

Seventeen consecutive quarters of growth is no small feat in today’s competitive tech landscape. How has Persistent Systems managed to stay ahead – outperforming the market, expanding its reach, and leading the way in innovation and client-centricity?

Jim Jackson, former CMO of Hewlett Packard Enterprise, shares how bold, data-driven marketing revolutionized the company's digital transformation, fueling client-centric growth.

Account-Based Marketing (ABM) offers financial services firms a powerful way to deepen client relationships and achieve growth in a complex, competitive, and trust-driven industry. However, scaling it effectively is essential for long-term success.

Sarah DeFreitas, Momentum ITSMA’s Executive Director of Research, shares seven steps to driving strategic decisions based on client feedback.

Over the past 20 years, B2B marketing has shifted dramatically towards greater client-centricity.

Many providers cling to outdated perceptions of what the C-suite wants, missing the mark in their attempts to connect. Craig Walker, former Global CIO at Shell, shares what it takes to win the trust of top decision-makers.

This viewpoint explores the critical role of sales enablement in the evolving landscape of hybrid selling.

Based on data from our new Global Account-Based Marketing Benchmark (ABX) research, I believe we're seeing the emergence of a phenomenon I'm calling the "generative AI marketing chasm”.