B2B marketing roles are changing fast. Growth sits at the centre, and the skills we need are shifting. This is what it means for us as marketers and leaders. When I first started in marketing more than two decades ago, the role was fairly straightforward. Build campaigns, drive attendance at trade shows, manage press releases, … Continue reading The future of marketing is growth
Marketing
Thought leadership isn’t a title. It’s how you show up.
The other day, something unexpected happened. A colleague introduced me to his team and said, “You should follow Joyce on LinkedIn. She’s a thought leader.” My first reaction? A mix of surprise and disbelief. Am I? Then, a different colleague told me how much they enjoyed reading my posts. My instinct was to brush it … Continue reading Thought leadership isn’t a title. It’s how you show up.
From hashtags to millions: The marketing might of K-pop fandoms
Most marketers talk about community. K-pop fandoms live it — and drive millions in results while they’re at it. As both a marketer and a fan, I’ve had a front row seat to how these communities operate. What looks like casual stanning on the surface is actually a highly organised machine: hashtags trend globally, albums … Continue reading From hashtags to millions: The marketing might of K-pop fandoms
How AI Is transforming ABM: 5 ways to sharpen your strategy
We’ve heard it over and over — AI is changing marketing. But when it comes to ABM, the shift is deeper than automation or efficiency. It’s changing how we think, structure, and execute ABM strategies. In the past, ABM meant static ICPs, one-size-fits-all campaigns, and a whole lot of manual research. Today, with AI in … Continue reading How AI Is transforming ABM: 5 ways to sharpen your strategy
GEO is the new SEO and it rewards depth over speed
In 2025, long-form content is no longer a nice-to-have—it’s essential. With the rise of Generative Engine Optimization (GEO), marketers are rediscovering the power of depth. This article breaks down why long-form content works so well for AI-powered search, how it builds trust and authority, and what you can do to make your content GEO-ready. Is … Continue reading GEO is the new SEO and it rewards depth over speed
The future of influence: More than code and charisma
AI influencers are on the Rise In an age where digital perfection is just a prompt away, a new generation of influencers is rising—flawless, tireless, algorithmically optimized, and entirely… not real. AI influencers, or virtual personas powered by artificial intelligence and design, are no longer just futuristic curiosities. They're shaping influencer marketing trends in 2025 … Continue reading The future of influence: More than code and charisma
From SEO to GEO: 5 ways to future-proof your search strategy
There was a time when getting to Page 1 of Google felt like the holy grail of digital marketing. We wrote for algorithms, optimized every keyword, and celebrated every climb in the SERPs. But now? People are getting their answers before they even see a list of results. AI tools like ChatGPT, Perplexity, and Google's … Continue reading From SEO to GEO: 5 ways to future-proof your search strategy
Ne Zha 2: Masterclass in storytelling, strategy, and smart marketing
I finally watched Ne Zha 2—and I get the hype. It’s visually stunning, emotionally moving, and everything you’d expect from a film that’s broken records and earned widespread praise. But as a marketer, what struck me most wasn’t just the success—it was the strategy behind it. Here’s a film that didn’t just entertain. It connected. … Continue reading Ne Zha 2: Masterclass in storytelling, strategy, and smart marketing
Why speaking to the heart is the future of B2B marketing
When we think about B2B marketing, we often assume the path to success is purely rational.We load our messages with facts, specs, charts, and ROI calculators — believing this is what moves business buyers. But is that the whole story? While rational arguments matter, they are only half of the equation. Because behind every B2B … Continue reading Why speaking to the heart is the future of B2B marketing
Is AI art legal? The Studio Ghibli dilemma
It started innocently enough. Type a prompt into ChatGPT or your favorite AI art generator, and you’re met with a whimsical, dreamlike image that looks like it belongs in a Studio Ghibli film. Lush forests, gentle creatures, soft color palettes—it's not surprising that “Ghibli-inspired” art has gone viral. What is surprising is how quickly it’s … Continue reading Is AI art legal? The Studio Ghibli dilemma