After finding my book’s unique angle (covered in Part 1), I faced the daunting task of transforming 1,357 pages of interview transcripts and decades of marketing experience into a cohesive 200-page manuscript. Here’s how AI revolutionized my writing and production process—and the unexpected challenges I encountered along the way. The Production Timeline Reality Check Remember … Read more
In recent years, B2B hyper-growth startups and enterprises have faced intense pressure to attain sky-high growth targets, yet underinvest in the very engine that is key to their success: the product marketing (PMM) team. As a B2B product marketing leader and CMO, I’ve faced this product marketing problem for most of my career. In our … Read more
The past three years have brought more change and disruption to B2B marketers than the past three decades combined. With the rapid shift to digital, one would expect the modern B2B marketing function to become more certain and predictable. The reality is that certainty is never a given, especially today. What’s certain is that the … Read more
These days, every B2B revenue team is coming down with a case of Heptadecaphobia — and most don’t even know it. No, this is not a new strain of COVID. Heptadecaphobia is simply the fear of the number 17. Why is the number 17 so significant? As B2B marketing and sales teams recalibrate for the new … Read more
Last week, I attended a luncheon with other marketing and revenue leaders. With an eye toward recent layoffs in the tech sector, the topic of discussion was the looming recession of 2022. For some of us who lived through the downturns of 2001 and 2008, we surmised that companies would follow a similar strategy, scale … Read more
We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies.
To keep that conversation going, we’re posting a series of Q&As with those experts to share their perspectives on how content marketers can make the connection between data and content.
Be Memorable. Be Relevant. Be Remembered. The COVID-19 pandemic and our new digital-only reality have served as a catalyst for companies to accelerate their digital transformation and double-down on account-based strategies. Without a doubt, ABM is the de facto growth strategy for B2B companies. That said, the past few months have exposed some limitations with … Read more
Adaptive B2B is a creative product marketing and AI consultancy helping early-stage SaaS startups tell a killer story that stands out and sells more in a "me-too" marketplace.