Level up your knowledge of brand building, market research, positioning, demand generation, and more.
LinkedIn reach is declining for most B2B marketers, with median impressions down 13% between Q4 2024 and Q1 2025. But the top 1% of posts are breaking records.
Here’s what separates the winners from everyone else in 2025.
Traditional B2B events are fading. Here’s what works now.
Your attendees don’t want another PowerPoint presentation. They don’t want to sit quietly while someone famous talks at them for an hour. And they definitely don’t want to be hunted down by desperate salespeople in a convention center.
What they want is conversation, connection, and solutions to real problems.
Yesterday, I saw this post from Megan at Refine Labs. As a brand-first marketer, it got me excited. We’re finally seeing more and more big names wake up to what’s been obvious, but underestimated all along: brand isn’t just “nice to have” – it’s the lever. The differentiator. The thing that makes the rest of your go-to-market work better.
I wholeheartedly agree with this framework, and that this is what works right now.
If you’re serious about sustainable growth, this is the lens you need.
So I figured it’s the perfect topic to write about today.
B2B marketing has a problem. We’re obsessed with tools, platforms, and automation while ignoring the most powerful asset we have: our experts.
Your subject matter experts (SMEs) are the difference between content that gets ignored and content that builds trust. Yet most companies waste this advantage by letting junior staff create their demand gen content.
Let’s fix that.
B2B marketing has a problem. We’re stuck in the past, optimizing for metrics that don’t matter while our prospects have moved on.
The traditional B2B funnel is broken. You know the one – gated content leading to MQLs, followed by nurture emails and sales outreach. This approach assumes that downloading an ebook signals buying intent. It doesn’t.
Most marketing teams have optimized for marketing qualified leads (MQLs) for years, believing that contact information left behind for a white paper or infographic indicates genuine interest in their product or service. This false assumption has led to wasted resources, frustrated sales teams, and missed revenue opportunities.
Let’s kill this outdated model and replace it with something that actually works.
There’s a serious gap in the B2B marketing education space. Marketers at B2B companies face a unique challenge – you need to build a brand while simultaneously driving measurable growth across the entire funnel.
Most courses fail you with shallow tactics or theoretical fluff. At CXL, we just launched the world’s most comprehensive B2B marketing course to fill this critical gap and give B2B marketers the skills and insights to write success stories out there.
Cracking social media these days feels like solving a Rubik’s Cube blindfolded—algorithms keep changing, and the competition’s fierce. But all is not lost.
Savvy business leaders can flip the script by using founder-led marketing strategies to spark meaningful conversations.
By taking an active, hands-on role in promoting the brand and sharing its story, founders can leverage their unique vision, authenticity, and authority to drive engagement and build a loyal audience.
The payoff? A growing following and a reputation as the go-to expert in their industry.
When it comes to conversion rate optimization (CRO), the difference between success and failure often comes down to one thing above all else: strategy.
Teams that have a clear, focused CRO strategy are able to build momentum and deliver strong return on investment (ROI) over large timespans.
Teams that don’t – who focus on quick, tactical wins and low-hanging fruit – will find that their results begin to dry up pretty quickly.
LinkedIn is flooded with posts claiming ‘SEO is dead.’ But let’s face it—that couldn’t be further from the truth.
While many are chasing shiny new trends, some are quietly crushing it by just focusing on the fundamentals. Take Submagic, a bootstrapped AI startup that went from 0 to 150K daily visitors in just 10 months—using nothing but smart search engine optimization (SEO) and free tools.
Nostalgia—that powerful emotional trigger that makes us yearn for the past—powered McDonald’s brilliant 2022 campaign and became a masterclass in emotional targeting.
They tapped into our childhood memories with a simple yet effective strategy: creating Adult Happy Meals. Adults were instantly transported back to a time before bills, mortgages, and taxes—the carefree days of youth.
The results? Massive.