B2B

Test First, Buy Later

Test First, Buy Later: Why Use Cases Beat Product Demos

By Swapnil Mishra / July 10, 2025

Today’s B2B buyer isn’t looking to be wowed by a high-polish demo or book endless calls to hear a sales rep click through slides. What they want is simple: proof that your product solves their specific problem—in their environment, on their terms.  The smartest buyers in the room are cautious, curious, and calculated. They don’t…

AI Buyer Has One Rule

The AI Buyer Has One Rule: Prove It Pays Off

By Garima Sinha / July 10, 2025

In today’s AI-saturated B2B landscape, hype doesn’t move deals—evidence does. And the companies gaining ground? They’ve stopped marketing with promises and started leading with proof.  This shift isn’t theoretical. It’s happening across vendor shortlists, buying committees, and budget approvals. According to Digitalzone research, 83 percent of AI buyers now expect hard ROI evidence before even…

AI buying behavior

How company size impacts AI buying behavior

By Meera Nair / July 10, 2025

AI isn’t bought the same way by every business. What feels like a quick decision in a 20-person startup can turn into a multi-month process inside a global enterprise. Both may chase similar outcomes—but the expectations, timelines, and risks are worlds apart.  If you’re marketing AI solutions today, this difference matters. Understanding how AI purchasing…

AI Buyer vs Researcher

Buyer vs. researcher: Why marketers need to start higher in the funnel 

By Gizel Gomes / July 10, 2025

AI deal cycles rarely start with the person holding the budget. Long before the CIO or VP gets involved, someone else has already begun the research—quietly, behind a screen. That person is usually a mid-level evaluator: a researcher, analyst, or ops lead tasked with surfacing viable options. They shape the vendor list before leadership even…

Rise of the Millennial Decision-Maker

The Rise of the Millennial Decision-Maker   

By Ruchi Roy / July 10, 2025

Here’s what’s happening in B2B right now: your buyer isn’t who it used to be. Gen X executives once led most deal cycles—but today, millennials make up more than half of B2B decision-makers. According to Digitalzone research, 51% of current B2B buyers are millennials. And their approach is rewriting how vendors engage, persuade, and win. …

AI Buyer Lives

It’s Not Just IT Anymore: Where the AI Buyer Lives Across the Org Chart

By Rajashree Goswami / July 10, 2025

AI first entered business teams and business processes as an experiment. It was a futuristic tool reserved for technical teams, innovation leads, or R&D labs. Fast-forward a decade, and that narrative’s toast. AI is now a competitive differentiator. What started as a playground for early adopters has become a strategic focus across every department. From…

cognitive diversity

Cognitive Diversity: The Secret to Risky and Bold Ideas

By Garima Sinha / July 8, 2025

What happens in a meeting room where every idea gets a yes, every sentence ends in agreement, and no one ever says, “Wait, what if we flipped it?” It’s quiet. Too quiet. Like a jazz band where everyone plays the same note. Sounds safe, right? But safe doesn’t spark anything. When minds mirror each other,…

UX design

How UX Design Is Building Trust Through Transparency and Data Ethics in 2025

By Garima Sinha / June 12, 2025

Isn’t it true? You land on a website, a friendly chatbot pops up, and before you can even say “Hi,” it asks for your name, email, phone number, and location. Nope. You click away. Fast. That’s the thing with trust—it’s earned, not assumed. Users in today’s digital world are more astute, doubtful, and concerned about their…

B2B marketers must adopt SBM marketing

Ignoring SMB Marketing Shows B2B Marketers are Clueless

By Ruchi Roy / June 9, 2025

Small businesses are the backbone of the American economy, making up 44 percent of the US GDP and employing nearly half the country’s workforce. Yet, SMB marketing remains a blind spot in the world of B2B marketers.   According to a joint survey by Intuit and eMarketer, 53.1 percent of marketers admit that targeting SMBs is…

CMOs as Connectors

CMOs as Connectors: Why the New Marketing Leader is Half Marketing Genius, Half Tech Pro in 2025 

By Garima Sinha / June 5, 2025

Back in the day, the CMO (Chief Marketing Officer) was known for having the sharpest pitch, the most impressive agency contacts, and an instinct so spot on that it could predict the next big trend before it hit the charts. But in 2025, ‘CMOs as connectors’ is the new reality, where the position transforms into…

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