LinkedIn newsletters for B2B: are they worth the effort?
LinkedIn newsletters definitely are worth the effort when a B2B company already has an engaged audience and an executive or subject-matter expert willing to own the voice. They are much less useful as a first social play, and they should never replace an email list you control. This article looks at what LinkedIn newsletters do […]
Cybersecurity marketing in 2027: standing out in B2B’s noisiest category
Cybersecurity is crowded with vendors, acronyms, and overlapping claims, all competing for buyers whose job is to question what they’re told. The result is a category where “AI-powered,” “proactive,” and “best-in-class” barely register. Effective cybersecurity marketing in 2027 needs a different foundation: technical proof, credible voices, and content that respects how security practitioners actually evaluate […]
Building Your B2B Go-to-Market Strategy: The Fractional CMO Way
Your B2B go-to-market strategy is locked in, everyone signed off. But six weeks later, nothing has shipped. The frameworks are not the problem here. GTM playbooks are everywhere and most of them say similar, useful things. The blocker is that nobody senior has ownership over doing what’s in the strategy. Instead, it usually gets handed […]
Demand generation vs lead generation for B2B tech: What’s the difference? Which do you need?
Demand generation vs lead generation usually becomes an urgent question when pipeline is light and the board wants movement this quarter. Add a debate over whether MQLs are still worth tracking, and the issue starts to look bigger than it is. At its core, this is a budget decision: how much should go toward capturing […]
Employee advocacy on LinkedIn: Activate your program without forcing it
Posting online is fun because it’s voluntary. Telling people to do it defeats the point, squashes the dopamine. If you’ve ever sent out a Slack broadcast demanding that everyone share a post, you know this already. Even the people who comply will probably not give it their best effort, precisely because they’re complying. The fact […]
How to measure AI search visibility: tracking brand mentions in ChatGPT, Gemini, and Perplexity
To measure AI search visibility, you need to track three things: how often your brand is mentioned for the prompts your buyers ask, how often your pages are cited as sources, and how your presence compares with competitors across those answers. This article explains how to measure each layer, run a manual visibility audit with […]
Fractional CMO for B2B SaaS: what to look for, what to avoid
The point where B2B SaaS companies start considering a fractional CMO is quite a specific one. The founder is still carrying too much of the marketing load. Execution is becoming harder to coordinate, and the business needs senior marketing leadership before it is ready to make a full-time executive hire. The fractional CMO model provides […]
Aerospace and defense trade show execution: Turn booth traffic into leads
A strong pre-event campaign gets the right people into the room. The work during the event is to turn that access into accurate account intelligence and clear next steps.
The AI Citation Supply Chain: How AI Decides Which Brands to Trust
AI models like ChatGPT, Claude, Perplexity and Google AI Overviews do not choose what they recommend by looking at your brand’s website, or even via Google rankings. They choose on the basis of a chain of third-party mentions that they ingest long before a user asks. Your brand’s website and Google SEO rankings are not […]
What B2B LinkedIn content gets engagement in 2026 (with data)
The most obvious thing you can say about B2B LinkedIn content is that it needs to make people stop, read, swipe or respond. Of course it does. What is less obvious is which formats are currently best at making that happen. In 2026, native documents are among the strongest performers, while personal profiles consistently generate […]