Why marketers should measure relationships, not leads
Lead volume shows activity. Relationship-led metrics reveal if marketing improves pipeline quality, win rates, and long-term growth.
Contributor
Tanya Thorson's latest articles
How CMOs can create clarity in an AI-excess enterprise
Customer feedback, AI insights, and market signals compete for attention. The challenge is knowing what deserves action.
Why relevance now beats reach in the AI-driven buyer journey
As AI changes discovery, brands need clearer messaging, stronger credibility signals, and content built for influence, not just visibility.
Why relevance now beats reach in the AI-driven buyer journey
Buyers are forming opinions before they click. Learn how to show up in AI answers, earn trust in peer networks, and influence decisions earlier.
How shaping AI buying can boost B2B CMO strategic influence
As AI increasingly evaluates vendors before buyers do, CMOs who control structured data, proof and category language can influence who makes the shortlist.
The new buyer decision cycle happens across SEO and GEO
Still fighting for clicks in a zero-click world? We see you. Here's how to unify SEO and GEO to ensure your expertise is what your buyers hear.
Why internal alignment is your real growth engine
Alignment is what turns strategy into execution, helping teams move together so growth accelerates instead of stalling.
Why today’s buyer journey no longer fits the funnel
Self-directed buyers, shrinking budgets and embedded AI are redefining what effective marketing leadership looks like in 2026.
AI is rewriting visibility in the zero-click search era
In a zero-click world, visibility starts where answers are delivered. Search now rewards brands that earn trust, credibility and authority across results.
Marketing artificial intelligence (AI)
AI trust is the new growth engine
Unchecked AI puts brands at risk. Accountability frameworks translate ethics and governance into customer trust, loyalty and growth.
In an age of AI excess, trust becomes the real differentiator
AI makes content abundant but authenticity scarce. Only trust and relevance can turn abundance into real value.
Marketing artificial intelligence (AI)
Reclaiming relevance in an AI-overloaded, buyer-led market
AI saturation is crowding the market. Learn how to cut through the noise, earn trust and connect with today’s buyers.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Marketing artificial intelligence (AI)
AI can’t create meaning — that’s still marketing’s job
AI can scale your content. But can it build connection? See how leading marketers are using strategy — not just speed — to win in 2025.