Why personality data is key to scalable B2B marketing
Crack the code of scalable personalization with the 65/75 rule, where personality-driven strategies meet marketing success.
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Speaking Experience
Scott Gillum's latest articles
Marketing artificial intelligence (AI)
Will big tech burst the AI bubble?
Google, Microsoft, Apple and Meta are battling for AI supremacy. Can newcomers compete, or is integration the ultimate advantage?
Marketers should make time for time management
Prioritize your health alongside campaign goals to improve your personal wellness and professional productivity.
The 4 types of content buyers want
Create high-impact content by understanding buyer preferences and leveraging existing assets.
How to build a better buyer journey using customer behavioral data
Struggling to connect content with your buyer's journey? Here's how to leverage personality insights for better results.
How intent data leads to B2B marketers getting their signals crossed
Here’s why purchased intent data can be misleading and how to extract valuable insights from your own B2B marketing engagement data.
Gone in 30 seconds: Marketing in an increasingly distracted world
Adapt your marketing strategy to win the battle for your audience's attention in the face of constant distraction.
Why relying on AI won’t improve the customer experience
Creating memorable experiences goes beyond integrating AI. Focus on small touches, employee empowerment and anticipating customer needs.
The B2B CEO’s social media checklist
Gain insights on transforming social media from a tactical afterthought to a strategic revenue driver for B2Bs.
Here’s what happened at B2BMX 2024
Every year, B2B marketers gather in Scottsdale, Ariz., to mingle and talk shop. This year, they talked a lot about AI.
Marketing artificial intelligence (AI)
Why AI will have the faults of human intelligence
Despite impressive gains, AI tools remain narrow and flawed — an "artificial human intelligence" with enduring human limitations.
Marketing artificial intelligence (AI)
Why can’t AI content generators just follow the rules?
Maybe one step in the right direction would be ensuring that AI content generators properly cite their sources.
7 ways to end the sales and marketing Catch-22
Sales and marketing have entered a vicious cycle of "more is better" without considering performance. Here’s how to break it.
5 reasons why the martech landscape will reach its peak in 2024
Investment is slowing, budgets are shrinking and generative AI threatens disruption. Here's why 2024 may be a shakeup year for martech.
B2B social media ‘sweet spots’: What’s working and what’s not
Explore strategic vs. haphazard approaches in B2B social media and how the best-in-class companies are finding their “sweet spot.”
How to use AI personality profiling for B2B engagement
Learn the benefits of AI personality profiling, from reaching a wider audience to honing in on what your audience values most.
Marketing artificial intelligence (AI)
Artificial intelligence + human intelligence = success
Or is it artificial intelligence minus human intelligence = failure?
5 steps for building a recession proof ABM program
To succeed in this competitive market, you need to optimize your ABM strategy. Here are five steps to get you started.
Why AI will make the greatest impact on B2B audience insight, not on content
AI tools can unlock insights into your audience's behaviors and motivations, leading to improved performance.