Growth insights, reports, and news for you

Thought leadership has transformed from a brand-building exercise into a pivotal element of enterprise decision making. It’s not just about generating interest; it's about securing trust, driving differentiation, and actively influencing purchase decisions.

Explore our journey with AI, the insights we've gained, and the innovative strategies we’ve developed, including our unique approach to ‘agentic AI’ and the CARE framework.

The use of AI remains a critical component of successful B2B buyers’ strategies. Here, we explore the five top use cases of generative AI, which are essential for enhancing marketing strategies and driving business success.

In the current competitive environment, client centricity has become more crucial than ever. However, many organizations still struggle to implement it effectively, which has a significant impact on their bottom line. A client-centric content engine can be a crucial component in overcoming these challenges to drive sustainable growth.

What does it take to build a global ABM program that delivers real impact? For Rhiannon Blackwell, Global ABM leader at PwC, success comes from starting small while thinking big, prioritizing relationships, and using AI to drive smarter, scalable growth.

In today’s B2B landscape, brand reputation tracking is no longer optional – it’s a competitive necessity. Our research shows that as purchasing decisions become more complex and high stakes, B2B buyers say the risk of poor decision-making has increased. Minimizing this perceived risk and maximizing trust in your brand can help you win. 

Under pressure to deliver scalable and profitable growth, CMOs today can play a critical role in leading their organization’s response to new client demands and market dynamics.

How do you scale ABM without compromising the bespoke client-centric approach that defines its success?

In the final installment of our three-part blog series based on a recent financial services (FS) roundtable in London, we’re focusing on another critical component of Account-Based Marketing (ABM) that many organizations struggle with: identifying the right accounts. 

The key to a successful, scalable content strategy lies in relevance, not volume. By focusing on personalization and understanding your strategy maturity, you can deliver meaningful experiences that truly resonate with your audience.

In part two of our three-part blog series based on a recent financial services (FS) roundtable in London, we explore one of the biggest obstacles to ABM's success: inadequate sponsorship and governance.

Learn how Dell Technologies is using generative AI to revolutionize client engagement, optimize sales processes, and create tailored, high-impact customer experiences.

Seventeen consecutive quarters of growth is no small feat in today’s competitive tech landscape. How has Persistent Systems managed to stay ahead – outperforming the market, expanding its reach, and leading the way in innovation and client-centricity?

Jim Jackson, former CMO of Hewlett Packard Enterprise, shares how bold, data-driven marketing revolutionized the company's digital transformation, fueling client-centric growth.

Account-Based Marketing (ABM) offers financial services firms a powerful way to deepen client relationships and achieve growth in a complex, competitive, and trust-driven industry. However, scaling it effectively is essential for long-term success.

Sarah DeFreitas, Momentum ITSMA’s Executive Director of Research, shares seven steps to driving strategic decisions based on client feedback.

Over the past 20 years, B2B marketing has shifted dramatically towards greater client-centricity.

Many providers cling to outdated perceptions of what the C-suite wants, missing the mark in their attempts to connect. Craig Walker, former Global CIO at Shell, shares what it takes to win the trust of top decision-makers.

This viewpoint explores the critical role of sales enablement in the evolving landscape of hybrid selling.

Based on data from our new Global Account-Based Marketing Benchmark (ABX) research, I believe we're seeing the emergence of a phenomenon I'm calling the "generative AI marketing chasm”.

In the first of a three-part series, we explore how to align ABM with your firm's strategy to transform client relationships and drive growth.

Buying is complex and trust is scarce – it’s time to rethink how we outperform in this B2B market.

At Rethink ABM – London, renowned performance psychologist Jamil Qureshi delivered an engaging keynote on the psychology of success. 

There's almost certainly a long list of pitfalls and missteps, especially when it comes to marketing to your major accounts. The principles are easy to grasp but much harder to put into practice.