Guest Articles

Go-To-Market

Lotte Hidma

January 30, 2026January 30, 2026

For global B2B organisations, English often feels like the safest marketing choice. It scales easily, keeps costs predictable, and avoids the operational complexity of managing multiple languages. In regions like AMER, this approach can be effective enough to justify the trade-off. In EMEA, however, ...

Brand Management

July 21, 2025July 25, 2025

Marketers love talking about conversion, but if you’re not part of your ideal customer’s consideration set from the very beginning, you’ve already lost. In today’s crowded B2B landscape, where buying ...

Go-To-Market

Leveraging AI Copilots for Smarter Marketing Campaigns

April 25, 2025April 25, 2025

Why marketers still want a say! In 2025, there’s no shortage of tools that promise speed, automation, and hands-off execution. But as we test these hands-free approaches (agents), a quieter ...

Go-To-Market

Empowering Women, Together: The HimForHer Approach

March 7, 2025March 7, 2025

Authored By Dalia Mansour in collaboration with Fouad Khafaga, Sandra Conn, and Ghadeer Albarakani. As a marketing leader passionate about gender equity, I’ve always sought ways to use my platform ...

Demand Generation

The Evolution of Field and Event Marketing: Trends, Challenges, and the Future

January 31, 2025January 31, 2025

Field and event marketing have always been dynamic, but the past six years have brought a rollercoaster of transformation to the industry. As someone who has spent over a decade ...

Event Marketing

The Ultimate Guide to Strategic Events for Organizational Success

October 31, 2024April 7, 2025

The Evolving Role of Events in Marketing Events have long been a cornerstone of marketing strategies, serving as platforms for brand dissemination and audience engagement. However, the landscape is changing. ...

Brand To Demand

ROI-volution: Evaluating How Campaigns Drive Profit and Cash Cows

October 16, 2024October 16, 2024

Organisations are increasingly investing in marketing campaigns to enhance brand visibility, engage customers, and drive sales. The effectiveness of these campaigns, however, is not merely about the immediate sparkle they ...