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 [...]
Italian Dinner in the Old Distillery
C’è stato un tempo, tra il 2009 e il 2013, che a rileggerlo oggi sembra un’epoca geologica fa, in cui una volta al mese, quasi sempre l’ultimo sabato, il mio appartamento alla Old Distillery di Dublino diventava una specie di micro-ambasciata temporanea del caos organizzato, del cibo condiviso e delle conversazioni non richieste ma [...]
Ethical AI Storytelling in B2B: Balancing Data-Driven Narratives with Authenticity and Trust
Artificial intelligence is reshaping B2B marketing at a remarkable speed. Algorithms analyse buyer behaviour, generate content, fuel personalisation, and help brands scale at a pace that was inconceivable only a few years ago. Yet amid this acceleration, a fundamental truth remains unchanged: trust is the currency of B2B success. [...]
InterRail Man
Allora, la questione dell’essere un InterRail Man nei primi anni Novanta, e intendo un vero InterRail Man, non questi backpacker-turisti contemporanei con i loro smartphone e le prenotazioni su booking.com e Dio ce ne scampi le loro aspirazioni da influencer, la questione era che avevi bisogno, prima di tutto e fondamentalmente e [...]
Italian Fusion Festival 2025
The Italian Fusion Festival is a multicultural and multidisciplinary festival, organised by Radio Dublino, the Italian-language Radio programme in Ireland, which started in 2013. The event celebrates the encounter between Italian and Irish artistic talents through live music, visual arts, cinema, and Italian hospitality featuring [...]
La Global Sumud Flotilla e il suo carattere nonviolento
Perché questo articolo Negli ultimi mesi ho notato che attorno alla Global Sumud Flotilla c’è molta confusione: si parla del suo viaggio, delle tensioni politiche e delle reazioni internazionali, ma quasi mai si comprende davvero la natura nonviolenta dell’azione. Molti commentatori non conoscono cosa significhi azione [...]
The Importance of Intent Data: Unlocking Buyer Signals for Smarter Strategies
Over the past few years working in B2B marketing, I’ve come to realise that one of the most underestimated — yet truly transformative — tools available to us is intent data. This isn’t just another buzzword. It’s a practical, data-driven way to identify which companies are actually in the market for your solution before they [...]