by James Hickey | Nov 17, 2025 | Blog
Most B2B marketing teams are stuck in a tactical cycle, fixing immediate problems without designing a framework for sustainable growth. It’s time to shift from plumber to architect. To help with that shift, we’re providing on-demand access to four pivotal sessions...
by James Hickey | Nov 17, 2025 | News Brief
A new report from POM Marketing reveals a significant disconnect as B2B teams face greater pressure to deliver better results amidst flat budgets, lean teams, and the rapid disruption from artificial intelligence. The report, Marketing Under Pressure: Inside the Minds...
by Barbie Mattie, Sr. Principal, Marketing Strategy Consultant, 2X | Nov 14, 2025 | Demanding Views
In B2B, fiscal year (FY) plans often begin with revenue targets from finance that are likely set on past growth rates or investor expectations. Those numbers set the tone— but rarely reflect the reality of marketing execution. Marketing leaders are then asked to...
by James Hickey | Nov 13, 2025 | Case Studies
Hertz operates a Public Carriage Office (PCO), a weekly rental business for Private Hire Vehicle (PHV) drivers in London. This allows drivers to rent a fully licensed vehicle for rideshare apps like Uber and Bolt, offering a flexible and cost-effective alternative to...
by James Hickey | Nov 12, 2025 | Feature
Navigating the world of B2B Marketing and MarTech requires a shared language. And for those starting their career, not understanding the shorthand used can make you feel lost. The vocabulary of marketing is not static; it evolves alongside technology and strategy....
