Most GTM teams don’t lose deals because they lack leads. They lose deals because the leads arrive without enough context, which destroys pipeline efficiency. This context issue means inbound and outbound records show up with missing information, like account matching. Data quality is already a measurable revenue leak. 31% of CRM admins say poor-quality data costs them at least 20% of annual revenue, and nearly a quarter said less than
The way buyers search is changing. If you’re still prioritizing keywords based on volume alone, you’re optimizing for visibility, not revenue. B2B buyers move between Google, AI tools, peer reviews, and comparison content before they ever take the leap to talk to your sales team. With this shift, buyer intent keywords are becoming more valuable and, simultaneously, more misunderstood. If you are seeing healthy traffic that doesn’t convert, you might
If you are running B2B marketing on HubSpot in 2026, you expect it to provide a dependable view of your prospects and customers as they navigate complex buying cycles. HubSpot now supports this with Breeze AI features that help score leads, update contact and company records, generate follow-up tasks, and summarize CRM information. But these capabilities depend on accurate information, and HubSpot can only act on the data it receives.
In the fast-paced B2B world, it’s easy to think that social media and the latest AI tools have become essential ways to generate leads. But search engine optimization (SEO) is more important than ever for B2B organizations. B2B online marketplaces grew 100% in 2022. 67% of B2B buyers start the purchasing process with research via search engines, and B2B companies generate 2x more revenue from organic search than any other
Artificial intelligence has become impossible to ignore for B2B marketers. Not only is it rapidly infiltrating every app in your tech stack, but each week, a new “game-changing” AI tool arrives on an overwhelming wave of hype. But how are you going to figure out what platforms are just shiny objects and which ones will actually drive pipeline? Hiring another team to run pilot programs sorting the AI wheat from
If you’re a B2B marketer in SaaS and tech, you’ve probably noticed a slight decrease in traffic from Google to your content. It’s because AI and LLM tools have changed the game for buyer research. Instead of typing a query into Google and scanning through links to find out about your solution, some buyers now ask generative AI tools like ChatGPT or Perplexity for a direct answer, or simply review
Acquiring new B2B customers is getting demonstrably harder for startups and scale-ups. Why? For one, the average B2B buying group now involves 6 to 10 decision-makers, each armed with their own research. This drags out deal cycles in a marketplace where the cost to win each new customer continues to rise. Another reason is that critical buying signals are often scattered across siloed systems, which prevents teams from seeing when
When a B2B startup starts to gain significant traction, its go-to-market strategy often isn’t built to handle scale. Sure, it works well enough in the beginning as marketing campaigns generate interest, the product delivers value, and sales teams close early deals. But as demand grows, gaps in operations and information flow emerge. Data might get scattered across marketing, sales, and product systems, making it hard to get a complete view
B2B marketing is notorious for its long sales cycles; it can feel like playing chess where your opponent takes weeks between moves. Unlike B2C, where marketers get rapid feedback from a steady stream of customers, B2B teams often have to wait months to understand if their messaging is resonating. That’s why buyer personas have long been a cornerstone of B2B strategy. They help ground campaigns in the realities of customer
B2B buyers rely heavily on search to find solutions. Whether they are researching a solution for a specific problem or comparing options, most of the process happens because they find your marketing content on a Search Engine Results Page (SERP) or in a Generative Engine query. That’s why your website’s search engine optimization (SEO) is a critical part of attracting leads. But strong search performance depends just as much on