Content marketers love talking about thought leadership.  It’s become a default goal for many teams: publish smart articles, post expert takes, share visionary insights. And while thought leadership has its place, it’s not enough to move the needle on its own. If your content doesn’t acknowledge the customer’s pain—what they wrestle with every day—it won’t convert. This is something I’ve learned across a career that started in market research in the US, shifted into mar

AI is rapidly reshaping how marketers create, distribute, and optimize campaigns. But there’s one truth that’s often overlooked: no matter how powerful the algorithm, it can’t fix unclear product positioning. If your value proposition is muddled, your differentiation fuzzy, or your target audience undefined, layering AI on top won’t save you. Instead, you’ll simply generate more content — faster — that fails to land.

How do you maximize your marketing budget? B2B marketing budgets are under pressure — again. So how do demand gen teams stay scrappy and strategic? 2025 has become another “do more with less” year. If you talk to any B2B marketer right now, you’ll hear the same refrain: Budgets cut — or frozen; Pipeline goals raised; Teams leaner than ever. Yet, the work doesn’t stop. The best demand gen campaigns I’ve seen this year weren’t massive spenders: Insight-driven, tightly targeted,

If you've ever tried to align a product to customer needs or justify your messaging in a campaign deck, you've probably done some version of it—just less formally. The Value Proposition Canvas, developed by Strategyzer, helps teams visualize the fit between what you offer and what your customer actually needs. And let’s face it: this alignment is often the missing piece when launches fall flat or messaging doesn’t convert.

Any marketer interested in generating demand needs to understand the role of well developed and strategically placed content. Otherwise,...