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A version of the same meeting has been happening in marketing teams everywhere over the past eighteen months. The GA4 acquisition report goes up on screen. Organic search is flat or sliding. Direct traffic is up 30, 40, sometimes 60 percent year over year. And someone...
As more than 45,000 cybersecurity leaders gather in San Francisco for the RSA Conference next week, one theme is becoming impossible to ignore: AI is changing how buyers research technology. Large language models (LLMs) like ChatGPT are increasingly used alongside...
For marketers and PR professionals, AI tools like ChatGPT and Google Gemini have quickly moved from novelty to necessity. When used strategically, they can dramatically speed up research, ideation, and first-draft creation. However, when used poorly, they can flood...
In B2B marketing, the traditional funnel has long been used as the gold standard for mapping the buyer’s path. But today’s B2B buyer journey rarely follows a straight line. Buyers move fluidly between awareness, consideration, and decision, looping back, seeking new...
Government decision-makers are harder than ever to reach. Long procurement cycles, complex buying committees, and strict compliance requirements make traditional approaches less effective. That’s why signal-based marketing, a strategy that uses intent data and...
In today’s fragmented digital landscape, buyers rarely follow a straight path to purchase. A prospect may read a blog post, listen to a podcast, attend a webinar, scroll past a LinkedIn ad, and finally convert weeks later after a colleague’s recommendation. Which...