Hot Take: If Your Competitor Made the Same Claim Tomorrow, Would Anyone Notice the Difference?
Open three competitor websites right now. They’ll say, “streamline workflows“, “drive growth“, “scale with your business“. One says end-to
Blogs
Hot Take: 80% of ABM programs fail (Most teams don’t know they’re in that 80%)
ABM has the best ROI data of any B2B strategy and has one of the highest failure rates. That contradiction isn’t a mystery. It’s a warning most teams are choosing to ig
Hot Take: The Reason Your Tele-Calling Isn’t Converting Is Not the Script. It’s the List.
The rep did everything right—sharp opener. Confident tone. A pitch that actually sounded like it came from someone who understood the problem. And the call still went nowhere bec
Hot Take: Your Executive Roundtable Generated Zero Pipeline. The Event Wasn’t the Problem
Executive roundtables and CXO meetings are some of the hardest access points to earn in B2B. You curate the guest list, design the agenda, spend serious budget, and finally get dec
Hot Take: GEO is the new ABM
(The brands that get pre-shortlisted by AI will never need to win a cold pitch again)
ABM spent a decade and billions of dollars trying to solve one problem: get your brand in front of the right account before competitors did. Generative Engine Optimisation does it
Hot Take: Nobody’s Discovering you on your Homepage, They’re Judging you There
We’ve all been obsessing over the wrong page. The homepage isn’t where buyers meet you anymore; it’s where they make up their mind about what they already think t
Hot Take: Your Traffic is Lying to You, and Your Board Already Knows it
Traffic is the most over-celebrated vanity metric in marketing. It looks great on dashboards. It keeps teams busy. It gives the comforting illusion of momentum. But the moment the
Hot Take: In 2026, AI Will Not Replace Marketers. It Will Replace Average Marketing Operations
AI is not coming for marketing. It’s coming for mediocrity. The fear that “AI will replace marketers” is misplaced. What AI is actually doing is exposing how much of marketin
Hot Take: More Content Won’t Fix a Broken Strategy
Here is the uncomfortable truth in B2B marketing today: Content is no longer the differentiator. Strategy is. Most teams are not struggling because they are under-publishing. They
The ROI Blind Spot: Post-Event Nurture
“The event is just the opening handshake.” CMOs invest millions into curating experiences that bring the right people into the room — conferences, roundtables, webinars, and
Stop Selling Products. Start Curating Buyer Journeys.
“People don’t buy what you do; they buy why you do it.” – Simon Sinek If you’re still viewing events as one-off marketing promotions, you’re missing the single biggest
Lead Generation in B2B Is About Signals, Not Lists
Cast your mind back to the last cold list you purchased for a marketing campaign. You sent the emails. You waited for replies. Near Silence! Here’s the uncomfortable truth: c
Why Event Content Needs a Funnel, Not Just a Theme
Let’s be honest—most B2B events look great on paper. There’s a catchy theme, an impressive panel, and even a creative title that makes people click “Register.” But ask th
From Impressions to Introductions: Turning Creatives into Conversations
As Ganesh Chaturthi approaches, homes and workplaces across India prepare to welcome Lord Ganesha — the remover of obstacles and the harbinger of wisdom, prosperity, and new begi
Database Decay Is Costing You More Than You Think
You’ve built a robust B2B database. But here’s the hard truth: by the time you launch your campaign, more than 20% of that data may already be outdated. That’s the harsh real
From TOFU to SQL: Building Full-Funnel Journeys Through Events
Why CMOs Can’t Afford to Treat Events as One-Offs Anymore “It’s not about leads anymore. It’s about momentum.” – Sangram Vajre, Co-Founder, Terminus If you’re