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The invisible vendor: Why gated content is a death sentence in the age of AI
For decades, the B2B marketing playbook has been built on a simple, transactional logic: I give you value, you give me your email address
Why I told my employer to give a client their money back
Early in my time at Oracle, I was handed an account review that felt "off" from the jump
On paper, the client was an anomaly; they didn’t...
The 95% failure rate: Why are we still making excuses for legacy sales methods?
In our latest Digital Download podcast, which airs every Friday at 14:00 UK time, we invited Bertrand to the whiteboard to map out the...
The invisible architect: Reimagining B2B marketing’s core models
A New Take on the Insights of Kerry Cunningham
My thoughts on Kerry"s recent article “The Mental Models B2B Marketing Doesn’t Know It’s...
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