B2B Marketing

What is an MCP and how it can grow your business

One of the most significant developments in the evolution of AI systems, particularly large language models (LLMs), is the introduction of the Model Context Protocol (MCP). Designed as an open standard and supported by an open-source framework, MCP streamlines the way AI models interface with external tools, systems, and data sources. Rather than treating these […]

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The game has changed – and not in your favour

B2B Marketing, Strategy

Two years ago, your Google and LinkedIn ads were printing leads. Now? You’re shoveling budget into the void, praying something converts. You’re posting, podcasting, publishing, and still, your pipeline’s barely trickling. So what happened? The Brutal Truth: 5 reasons your marketing ROI has collapsed 1. Everyone sounds the same – Including you The market is

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The changing face of search: how AI is rewriting the rules

B2B Marketing, GTM, Strategy

Once upon a time, being “findable” online meant owning a good chunk of Google’s real estate. You optimized for keywords, earned backlinks, and hoped your carefully crafted meta descriptions would win the click. But as we step deeper into an AI-driven world, where zero-click results, generative AI answers, and conversational interfaces are reshaping the search funnel, that

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Win customers, secure funding and scale with confidence

B2B Marketing, GTM, Strategy

People often ask how we work with clients. It can seem like a loaded question but like most successful principles in business as in life, it’s normally simple. The art and science is applying our experience to cut through the noise, clarify that which feels complex, then create a clear plan of how to get

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If you’re not on “AI Search” you’re nowhere

B2B Marketing, GTM

The importance of Generative Engine Optimization or GEO and Answer Engine Optimization as part of your GTM motion. The latest report from Bain* makes sober reading for companies who are still reliant of traditional marketing techniques. Especially if they are doing it in isolation and hoping for the best. I wrote about how to appear

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Hiring an AI-Driven CMO? The 10 Questions to Ask Marketing Leaders

B2B Marketing, GTM, Strategy

Hiring the right Chief Marketing Officer (CMO) is more crucial and more complex than ever. The challenge lies in filtering those who not only use AI but master it to drive growth, efficiency, and creativity. This article was inspired by a post on LinkedIn by the CMO Alliance that defences Maryanne Martire, a seasoned expert who has

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Driving Sales for CX Software and CCaaS

B2B Marketing, CCAAS, CX, GTM

Challenges and strategies driven by technological advancements and shifting customer expectations. The Customer Experience (CX) Software and Contact Center as a Service (CCaaS) sectors are experiencing rapid evolution, driven by technological advancements and shifting customer expectations. While these changes present opportunities, they also introduce significant challenges for sales professionals aiming to drive growth in this competitive

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Why a Strong ICP Is Useless Without a Smart GTM Strategy—And How to Get Both Right

Why a Strong ICP Is Useless Without a Smart GTM Strategy – How to Get Both Right

B2B Marketing, GTM, Strategy

Companies love to talk about their Ideal Customer Profile (ICP), but most stop short of leveraging it meaningfully. Without embedding the ICP into a holistic go-to-market (GTM) strategy, it’s just a fancy persona collecting digital dust. The truth is, a strong ICP only drives revenue when it’s wired into sales motions, marketing campaigns, product development,

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Strategies for Tech Companies to Thrive in 2025

Strategies for Tech Companies to Navigate & Thrive in 2025

B2B Marketing, GTM, Strategy

As we progress through 2025, the software industry is undergoing unprecedented transformations driven by technological advancements, evolving customer expectations, and emerging security threats. Tech companies across various sectors must confront these challenges head-on to remain competitive and deliver value. This article examines the unique challenges faced by various software sectors. It emphasizes the necessity for adopting

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A Go-to-Market (GTM) Strategy for Tech Leaders

B2B Marketing, GTM, Strategy

A Go-to-Market Strategy for Tech Leaders Without a proper GTM strategy, even the most innovative products can fail to make an impact. The Digital Clarity Difference Reggie James, founder of Digital Clarity, puts it succinctly in his Medium Article – “Go-to-Market (GTM) strategy remains rooted in methodologies that were designed for a vastly different era.

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B2B Software Marketers – put yourself in your customer’s shoes

B2B Marketing

There are 1,000,000+ software options to help any business streamline processes, become more efficient, or increase security. How can they find the best solution for their business? The main options: Therefore, for a customer to find the best solution to their problem, they are reliant on a sea of products advertising in the best way

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AI & Humans: Teaming Up to Breakthrough Stale B2B Marketing

B2B Marketing

Are your marketing team working hard, investing time, brain power and budget but not seeing the results you want? If so, you’re not alone. Many B2B companies find themselves stuck in a cycle of uncertainty, struggling with strategies that underperform and marketing content that fails to engage. It can be incredibly frustrating. The good news

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