#Content Marketing

The Replay Won: Why Your Webinar Strategy Is Optimized for a Moment Buyers Already Skipped

Half your registrants never watch live, and on-demand views now run more than double the live room. If your webinar program still grades itself on live attendance, it is measuring the moment buyers care about least.

Sarah Mitchell

9/14/26 · 10 min read

The Shortlist Is Already Written: Why 90% of B2B Deals Are Decided Before You Get the Call — and How to Make the Day One Cut in 2026

Bain, Google, and 6sense all found the same thing: ~90% of B2B buyers buy from the shortlist they built before any formal research, and the #1-ranked vendor wins 77% of deals. Here is why AI locked the list earlier than ever — and the framework to make the Day One cut in 2026.

Sarah Mitchell

9/14/26 · 11 min read

The Borrowed-Trust Economy: Why B2B Buyers Believe a Stranger on LinkedIn Over Your Brand — and the Creator Influence Playbook for 2026

A person's post earns roughly 8x the engagement of your company page, and 64% of decision-makers trust thought leadership over your own product materials. Buyers moved their trust to individual voices; most B2B budgets never followed. Here is the owned-influence playbook for 2026.

Emily Rodriguez

9/14/26 · 9 min read

Watched, Not Read: The B2B Video Shift That's Quietly Rewriting How Buyers Build Their Shortlist

B2B buyers now research by watching and listening — 70% watch video during the buying journey and 96% prefer it for learning about products. While AI commoditizes text, video and audio have become the trust-rich, hard-to-fake formats most content teams are still underbudgeting.

Sarah Mitchell

9/14/26 · 12 min read

The Gate Is Down: Why the Form Wall That Built B2B Demand Gen Is Now Quietly Killing It

73% of B2B buyers now actively avoid gated content, and the same ebook that generated 500 leads at $30 in 2022 now yields 50 at $180. Here is the framework for deciding what to gate, what to free, and how to change what you measure.

Sarah Mitchell

9/14/26 · 10 min read

The Wiring Behind the Wall: How Customer Marketing Became a Board-Level Function

For a decade, customer marketing was the wiring behind the wall: unbudgeted, unthanked, and half-owned by two departments. Then boards started grading growth by net revenue retention, and the least glamorous function in B2B turned out to have the most direct line to the number that matters. Here is the data behind the shift and how to claim your number on the board deck.

Emily Rodriguez

9/14/26 · 11 min read

Thirteen Percent: The Quiet Collapse of the Analyst Report as Buying Authority

Only 13% of B2B buyers now say an analyst report informed their purchase — down 63% since 2022 — while 74% consult peer reviews and 94% fact-check AI. The Magic Quadrant did not die; the front door moved. Here is how to reallocate your influence budget before your competitors do.

Michael Chen

9/14/26 · 11 min read

The Personalization Paradox: Why Your Best-Targeted Campaigns Are Quietly Killing Deals

Gartner found that individual-level personalization has a 59% negative impact on buying-group consensus, while group-level relevance makes buyers 3x more likely to call the deal high-quality. Here is why a decade of hyper-targeting the individual now works against the committee that actually signs, and how to rebuild around buying-group relevance.

Sarah Mitchell

9/14/26 · 11 min read

The Great Budget Rewire: Why B2B Marketing Spend Is Being Quietly Reallocated in 2026

A dollar of sales and marketing produced roughly half the new revenue in 2025 that it did in 2024. Paid acquisition is hitting a wall while AI, events, and owned media absorb the budget. Here is where the money is moving and how to rebalance your mix.

Emily Rodriguez

9/14/26 · 10 min read

The Content Graveyard: Why You Keep Making Assets Nobody Uses, and What the AI Glut Does Next

Between 60 and 70 percent of B2B content never gets used by sales, and generative AI is about to make ten to fifty times more of it. The fix is not production. It is curation, findability, and a hard look at what your sellers actually open.

Michael Chen

9/14/26 · 10 min read

Your Best Marketing Channel Has a Corner Office: The Case for Founder-Led Marketing in 2026

Your company page reaches about 5% of its own followers while a CEO post earns 7x the impressions. Why the human voice now beats the brand voice, and how to build a founder-led program that survives a real calendar.

Emily Rodriguez

9/14/26 · 10 min read

Your Podcast Guest List Is Your Target Account List: The B2B Show Strategy Nobody Measures Right

The median podcast episode gets 28 downloads, and the best B2B shows don't care. The smartest teams treat their guest list like an ABM target map and turn conversations into six-figure pipeline.

Sarah Mitchell

9/14/26 · 11 min read