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By
Pipin Firmansyah
5 practical strategies to overcome banner blindness in B2B conversion
Almost every B2B lead generation discussion starts with, ‘what is the best lead magnet, driver or gated content to use – i.e whitepapers, case studies, eGuides‘. However, the real burning question for marketers when it comes to digital demand generation is how to convert traffic to landing pages to leads. Naturally, companies want to acquire […]
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By
Gemma Manning
Why the human touch will always win in marketing
Marketing is a complex and often misunderstood discipline – it’s fast-paced, multi-faceted, highly strategic, and constantly evolving. In recent years, AI has fast-tracked much disruption and change in marketing, reshaping customer behaviour, how we engage and interact with brands, and ultimately how we buy. Automating as much of your marketing as possible has become the […]
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By
Gemma Manning
Why brand visibility is the most critical metric in today’s AI-driven world
Marketing is undergoing unprecedented levels of disruption and change not witnessed since the emergence of Google in the 2000s. With the undeniable influence of artificial intelligence on traditional search in 2025, standard metrics like organic traffic and click-through rates have become less relevant. Now is not the time to bury your head in the sand. Marketers […]
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By
Gemma Manning
Ecosystem marketing – what is it and why you should know about it
The world of marketing is changing at lightning speed. Many aspects of marketing have significantly changed over the years, especially SEO and Search in recent months. Yet there are some fundamentals of marketing that remain unchanged: the core elements like the target audience, influencers, and stakeholders. Unfortunately, these human elements often fail to get the […]
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By
Pipin Firmansyah
AI agents vs AI automations: how to get the mix right in your future marketing strategy
As I’ve been following AI trends throughout 2025, I’m stunned at just how many new tools are popping up every other week, particularly AI agents that promise to be the silver bullet for marketing. There always seems to be a new, shiny platform claiming it can automate everything, from lead nurturing to optimising entire campaigns. […]
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By
Haekal Aditya
Search is evolving and so should your SEO strategy. 5 practical tips so you don’t get left behind
Search Engine Optimisation (SEO) has long been considered an essential part of the digital marketing mix with the main purpose to drive organic visibility and discoverability. Yet the landscape is shifting. I have seen my industry peers obsessing over the latest martech tools and tactics, looking for quick fixes to improve performance, without acknowledging that […]
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By
Pipin Firmansyah
User-centric SEO strategy for B2B in 2025: enhancing UX and E-E-A-T
SEO in 2025 is no longer about chasing algorithms. It’s about understanding people. Today’s search strategies must be built around user experience, genuine expertise, and content that provides real value. Organic search accounts for 53.3% of all website traffic, proving that high-quality content and an SEO-focused user experience drive real results. Google’s AI-driven algorithms are […]
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By
Gemma Manning
Getting the balance right: what’s next for B2B marketing?
B2B marketers are navigating an era of unprecedented change and disruption driven by AI, new technologies, geopolitical tensions, and ongoing uncertainty. The constantly evolving landscape we find ourselves in is likely to accelerate even further. The rapid rise of disruptive technologies, shifting buyer expectations, and changing consumer behaviour are reshaping how businesses connect with their […]
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By
Gemma Manning
Why thought leadership is even more essential as a key business driver in the digital age for B2B brands
Building credibility and trust has always been a strategic imperative for any business, especially in the B2B world. And in 2025, it has become even more essential, requiring executive buy-in and commitment. However, with the rise of AI-generated content and an overwhelming flood of digital information, consumer scepticism is at an all-time high. What content […]
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By
Pipin Firmansyah
Zombie site: how stale content can undermine your B2B growth
In B2B marketing, website is more than an online brochure, it’s a lead generation engine, a trust builder, and a key driver of long-term growth. However, without regular oversight, a once-effective website can slowly lose its ability to attract and convert the right audience. Many business websites slowly transform into what’s known in SEO as […]
