B2B Marketing
Articles about Digital Marketing, B2B Marketing, Technology Marketing, Big Data, Artificial Intelligence
From Visibility to Buyability: Why B2B Marketing Must Win the Decision Before Sales Arrives
For most of my career in B2B marketing, visibility has been treated as the starting point of almost everything we do. The reasoning is familiar: if prospects know you, they can consider you; if they find your website, read your content, attend a webinar, or engage with a LinkedIn campaign, some will eventually become leads. Those leads [...]
You are what you do, not what you say you are
Imagine hiring someone based only on their LinkedIn headline. Ridiculous. Yet this is increasingly how we evaluate ourselves. We have built an entire economy around telling people to discover who they are. Wellness programmes, leadership retreats, personal branding consultants, identity coaches: the market for self-definition has never [...]
The marketing press is not dead. It just changed format
A professional’s guide to the publications that still shape how we think about this discipline There is something almost ritualistic about the way I start my mornings. Coffee, a scan of my inbox, and then a quick pass through a handful of publications I have been reading for years. Some of them have been around since before digital [...]
The journalism industry has a marketing problem, not a journalism problem
The crisis in digital journalism is not a technological problem. It is a business model problem. Since 2023, some of the most influential news outlets in the English-speaking world have closed, cut their newsrooms, or been sold to private equity funds. The same is now happening across Italy. The structural reason is almost always the [...]
GEO: the discipline that decides whether your brand exists in the age of AI search
Something structural has changed in the way people make purchasing decisions. This is not an algorithm update, nor a new feature from Google or Instagram. It is a break from the model that has governed information search since 2001, and the numbers confirm it unequivocally. The end of the click era Reliance on traditional search engines [...]
Synthetic Persona Testing
In B2B marketing, we invest considerable time and resources into defining Ideal Customer Profiles, mapping buying committees and crafting tailored messaging. Yet when campaigns go live, we are often still testing in the dark — validating messaging, pricing and value propositions on real prospects, with real budget at stake. The question [...]
Why We Stopped Chasing Leads and Started Building Authority Instead
A Strategic Blueprint for Authority-Driven B2B Marketing in Specialised Verticals For years, B2B marketing has been obsessed with one question: How do we generate more leads? In complex, enterprise-level markets, this is often the wrong question. When buying cycles span months, sometimes years, and decisions involve multiple [...]