Marketing artificial intelligence (AI)
Why we trust AI when it makes things up
As AI gets more fluent and human-like, our instincts to trust it are making catching hallucinations more difficult.
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Scott Gillum's latest articles
Why original thinking is your competitive advantage in the AI era
AI rewards original insight, proprietary data and firsthand experience over length and polish. Here’s how content strategy must evolve.
The real reason your best leads never make it into the CRM
Most of your best buying signals show up late in the sales cycle, but they’re invisible if the right contacts never make it into your CRM.
The real story behind Cracker Barrel’s rebrand — and why it matters for B2B brands
A rebrand unraveled by bot-driven outrage. Here’s what it shows about brand risk, trust and the emotional stakes driving B2B marketing.
Marketing artificial intelligence (AI)
What companies keep getting wrong about AI implementation
AI’s power depends on execution. Lessons from IBM, Zillow and QuickBooks show how poor rollouts can do lasting damage.
What if you didn’t follow up on MQLs?
The MQL cycle creates wasted effort and mistrust. Let buyers engage at their own pace for stronger, more meaningful interactions.
LinkedIn wants to be the TikTok of business — will it work?
With video surging and organic reach falling, LinkedIn is shifting toward a TikTok-style model. Can it still serve business users?
Do LinkedIn videos work better than blogs? Here’s the data
Video may boost impressions on LinkedIn, but does it drive business impact? This 90-day test reveals what really works and what doesn’t.
Why your best marketers might be working for me
Side gigs aren’t just about extra cash — they’re about purpose, recognition and growth. Are your marketers truly fulfilled?
When clients assume your best work was done by AI
Your best copy might sound like AI to clients. See why creative value is under pressure and what it means for agencies.
Marketing artificial intelligence (AI)
How to protect your marketing survey against AI bot attacks
AI bots are corrupting marketing data — from fake survey responses to misleading email engagement. Here’s how to detect and prevent them.
Marketing artificial intelligence (AI)
Are marketers trusting AI too much? How to avoid the strategic pitfall
Marketers risk losing their strategic edge by depending too much on AI tools. Here’s how to balance automation with critical thinking.
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.
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.