Category: Marketing Strategy & Thoughts
-
B2B Personalization is Suffering (Here’s What Actually Works at Scale)
Let me guess: your “personalized” B2B marketing means using merge tags to insert first names and company names into email templates. “Hi {{FirstName}} at {{Company}}, are you struggling with {{Industry}} challenges?” This isn’t personalization. This is mail merge with delusions of grandeur. Real B2B personalization at scale is hard, expensive, and most companies are doing…
-
Why Most B2B Content Strategies Fail
Let’s talk about the elephant in every marketing meeting: your content strategy isn’t working, and deep down, you know it. How do I know? Because 58% of B2B marketers rate their content strategy as merely “moderately effective”. But here’s what bothers me about this statistic: it’s not like content marketing is rocket science. The principles…
-
Stop Chasing AI Tools and Start Building AI Strategy (Why Most “AI Marketing” is Just Expensive Automation)
Every B2B marketer I know is obsessed with AI tools. They’re signing up for ChatGPT Pro, buying Jasper subscriptions, and attending webinars about “AI-powered everything.” Meanwhile, they’re completely missing the point. AI isn’t about the tools. It’s about the strategy. And most companies have no strategy at all. The AI Tool Addiction Problem Here’s what…
-
The AI Marketing Maturity Crisis: Why Most “AI-First” Companies Are Still Operating Like It’s 2020
When AI Adoption Meets Implementation Reality Over 1,500 marketers worldwide participated in recent studies about AI marketing implementation, revealing a troubling pattern: while 75% of marketers use AI in their day-to-day roles, most are implementing it at a level that barely scratches its potential. I’ve discovered that the gap between AI adoption and AI maturity…
-
The Great Marketing Data Illusion: Why More Analytics is Making Teams Less Intelligent
When Information Becomes Paralysis Marketing teams face a striking paradox: while 87% of marketers report that data is their company’s most under-utilized asset, I regularly encounter teams drowning in dashboards they don’t trust and metrics that don’t drive decisions. I’ve discovered something counterintuitive: teams with more data often make worse decisions than those with less…
-
Lead Generation Myths That Are Costing You Revenue
Let’s be brutally honest: most B2B lead generation is just expensive list building with extra steps. You’re burning budget on campaigns that generate “leads” who will never buy anything, while your sales team complains that marketing leads are trash. Sound familiar? Good. Because admitting you have a problem is the first step to fixing it.…
-
The AI Marketing Skills Gap Crisis: Why Most Teams Are Still Using AI Like It’s 2022
When Advanced Technology Meets Amateur Implementation Despite widespread coverage of AI in marketing, surveys reveal a troubling reality: while 75% of marketers use AI in their day-to-day roles, most are dramatically underutilizing their investments. I’ve discovered the gap between AI’s potential and actual results isn’t a technology problem—it’s a strategic thinking problem. The Efficiency Theater…
-
Top Reasons B2B Marketing Campaigns Fail and How to Fix Them
Here’s what nobody talks about at marketing conferences: most campaigns fail. It’s not due to bad creative or insufficient budget. They fail because of preventable stupidity (I’m looking at you and your “good jeans”, American Eagle.”) I’m talking about campaigns that fail before they launch because someone forgot to check if the message makes sense.…
-
The SaaS Marketing Mistake That’s Costing You Customers
Most SaaS companies make the same marketing mistake. They try to attract everyone who might possibly use their product, instead of focusing on the people who will definitely succeed with it. I see it in their content strategies: “Marketing tips for all businesses” instead of “Marketing automation for B2B SaaS companies.” I see it in…
Marissa Homere 