Guest Articles

Soumyajit Dey

October 12, 2026October 12, 2026

For years, we’ve built marketing to operate almost like a production line. A brief comes in, teams create content, campaigns go live, reports get produced, and we move on to the next one. Now AI promises to make every part of that process faster. ...

Go-To-Market

Endurance Is the New Growth Lever in B2B

April 24, 2026April 24, 2026

Geopolitics today is a masterclass in prolonged competition. Conflicts are no longer short, decisive events; they’re sustained, multi-layered, and resource-intensive. Outcomes are shaped less by singular breakthroughs and more by ...

Go-To-Market

Why ‘English-Only’ Marketing Fails in EMEA (and what to do instead)

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 ...

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 ...