Awareness Archives - Making Every Word Count

The New B2B Marketing Strategy: AI, Trust, and Influence

For years, B2B marketing strategy followed a familiar playbook. Companies created content, optimized it for search, drove traffic to their websites, captured leads and nurtured those prospects until they were ready to talk to sales. Analyst relations sat somewhere alongside this process, with its own goals, relationships and measurements.

That model is changing.

Artificial intelligence is reshaping how buyers discover companies, evaluate technology and make purchasing decisions. It is also changing how marketers create and distribute information. The result is bigger than the rise of AI-generated content.

The entire B2B marketing model is being reconfigured.

Win the Hidden Buyer Journey with Smart Influence

Attending the American Marketing Association (AMA) conference in June 2025 reminded me why I prioritize events like this. Each time, I aim to return with at least three new concepts I can apply or share. This year, one insight hit me hard—and it’s still on my mind. It focused on how, today, more than ever, a hidden buyer journey exists. Marketers need to take notice.

Up to 98% of a buyer’s journey happens before they ever visit a vendor’s website.

That’s not a typo.

This number flips traditional demand generation strategies on their head. It also presents a real challenge: how do you influence a buyer before they ever know you exist?

Here is Why Investing in Marketing During Economic Uncertainty Makes Sense

Economic cycles are an inherent part of business. Growth, contraction, and recovery occur in predictable patterns. During times of economic uncertainty or contraction, companies must focus on core competencies and eliminate redundancies, inefficiencies, and non-essential operations. This reflection helps businesses remain viable and profitable. Strategic cuts can strengthen a company’s long-term success. However, not all cost-cutting decisions are beneficial.

Building a Community of Trust is Critical – Now More Than Ever!

Last week, I attended the virtual HSE Summit on AI-Led Growth. This event aimed to guide those supporting Go-To-Market (GTM) initiatives in technology companies. The speakers and moderators structured the discussions into easy-to-follow topics. My favorite session was the Fireside Chat with Jon Miller: B2B Marketing’s Future in the Age of AI. I learned several key takeaways from this 60-minute discussion. Marketers in enterprise software must adapt, as the current GTM strategy needs a refresh. Those aiming to improve GTM performance must shift focus and budget toward building a community of trust. This shift is essential to staying relevant and expanding market share.

Understanding Industry Analyst Relations: Definition, History, and Impact

Industry analyst relations (AR) is a specialized practice that involves engaging with influential industry analysts. Analysts can provide insights, research, and opinions that shape perceptions of technology vendors in specific markets. These analysts influence buyer decisions and validate the credibility of technology solutions.

This article explains the concept of AR, its evolution, and five key benefits it offers to organizations – provided the relationship is managed appropriately. Not all analyst relations programs are successful in achieving each of these benefits. This shortfall can be based on several factors that I’ll explore deeper in a future article. View this article as a starting point with key objectives that should be factored as part of your initial analyst relations program and strategy.