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News and Advice for B2B Marketing Professionals

20/06/2025

UK B2B marketers in 2025 are under pressure to deliver smarter pipeline growth – and ABM platforms are stepping up.

This new feature breaks down five of the top platforms powering AI-driven ABM and compliant lead generation in the UK market:

- Which tools align best with GDPR rules
- How each supports precision targeting and automation
- Where the real ROI lies in Terminus, Demandbase, Cognism, Apollo and 6sense

Read the full guide:
👉 https://loom.ly/J4URkpw

19/06/2025

Lead gen isn’t broken. Your alignment might be.

In today’s B2B landscape, siloed sales and marketing teams are the biggest barrier to consistent growth. High-performing organisations now treat alignment not as a goal – but as the default.

This piece explores:

- What true sales-marketing alignment looks like in 2025
- How shared KPIs, tools and feedback loops improve lead quality
- Why alignment is the real ROI multiplier in modern lead gen

Read the full piece:
👉 https://loom.ly/2-e0u3U

18/06/2025

In 2025, it’s not about doing ABM. It’s about refining it.

The fastest-growing B2B brands aren’t just running campaigns – they’re building ABM into the DNA of how they operate. From smarter targeting to deeper personalisation and full sales-marketing alignment, the tactics have matured.

Explore what high-growth companies are doing differently and how to elevate your own ABM strategy:
👉 https://loom.ly/9sucygE

13/06/2025

ABM isn’t replacing traditional B2B lead gen - it’s evolving it.

High-value B2B deals demand more than form fills and lead scores. ABM flips the funnel, aligning sales and marketing to target key accounts with precision, personalisation, and clear revenue impact.

Our latest article explores why hybrid models are now the norm - and how to build a full-funnel strategy that blends awareness with account-level ex*****on.

👉 https://loom.ly/2IrRvS0

11/06/2025

ABM shouldn’t stop at the company level.

If your campaigns still rely on "[FirstName], I saw you work at [Company]"... you're missing the mark in 2025.

Micro-personalisation means moving past generic personas and tailoring your content, messaging, and outreach to real job titles, pain points, and decision-making roles within each account.

Our latest feature explores how high-performing teams are building relevance at scale—and driving stronger pipeline as a result.

👉 https://loom.ly/yTxkYQ0

09/06/2025

Most of your website visitors never fill out a form. That’s 97% of your traffic slipping away - unseen and unconverted.

But they don’t have to stay anonymous.

From reverse IP lookup to intent data and pixel tracking, there are now powerful ways to identify, nurture, and convert your invisible audience.

Here’s a step-by-step guide to turning anonymous B2B traffic into qualified leads:
👉 https://loom.ly/UnlHoXg

03/06/2025

Is your martech stack ready for 2026?

The smartest B2B teams won’t have the biggest stacks – they’ll have the most connected, composable, and customer-centric ones.

This article explores 7 key shifts that will define the next era of B2B marketing tech:

- AI moving from buzzword to operational backbone
- Unified data ecosystems becoming non-negotiable
- Composability overtaking clunky all-in-one platforms

🔗 Read the full piece: https://loom.ly/7aGOiOM

02/06/2025

Martech was meant to simplify B2B marketing. So why do so many teams feel overwhelmed?

Tool fatigue is creeping into B2B teams – and the cost is more than just budget.

- Bloated stacks and underused tools
- Fragmented insights and wasted time
- Frustration among marketers juggling strategy and systems

This article explores how to spot the symptoms, streamline your stack, and empower your team to get more from fewer tools – without sacrificing performance.

🔗 Read the full piece: https://loom.ly/Tw8yuTI

30/05/2025

The last time the marketing industry faced a seismic tech shift, social media caught many off guard. Now, AI is here – and it’s raising even bigger questions.

1 in 4 PR leaders say they’ll never use AI

Ethical, legal and reputational risks are real

But so are the opportunities to lead, create, and consult at a higher level

This article explores how AI is already reshaping PR, from copyright and compliance to creativity and client trust – and why ignoring it could be the biggest risk of all.

🔗 Full read: https://loom.ly/kTlM21I

26/05/2025

Set it and forget it? Not if you want results.

Marketing automation has given B2B teams the power to scale – but it’s also led to a dangerous complacency.

Those drip campaigns, lead scores and workflows you built last year? They might be quietly underperforming today.

If your automated journeys haven’t been reviewed in 6+ months, there’s a good chance they’re misfiring – or worse, turning prospects away.

In our latest feature, we explore:

✅ Why static automation erodes performance
✅ Signs your system needs attention
✅ How to keep your automation dynamic and strategic

Because in 2025, automation that doesn’t evolve… falls behind.

🔗 Read more: https://loom.ly/pJ2GA8k

23/05/2025

Your martech stack isn’t future-proof just because it works today.

With 14,000+ tools on the market and B2B buyer behaviour shifting fast, the challenge in 2025 isn’t just building a stack that performs – it’s building one that lasts.

From modular architecture to scalable integrations, consent-first data practices to regular audits – your martech decisions today shape tomorrow’s marketing resilience.

💡 Flexible, composable systems
🔐 Built-in privacy and compliance
📊 Strategic tool evaluations and stack reviews
🧱 Modular design that evolves with your business

The best B2B marketers aren’t chasing every new tool. They’re aligning martech with long-term goals – and designing for change, not just current needs.

🔗 Read the full guide: https://loom.ly/Vq9OG9c

22/05/2025

What happens when leads go cold? For Iron Mountain, AI stepped in.

Like many B2B giants, Iron Mountain was generating plenty of leads – but struggling to engage them all. Sales teams were overwhelmed, and early-stage prospects were slipping through the cracks.

The solution? A conversational AI chatbot embedded in the funnel.

💬 24/7 lead nurturing
⚙️ CRM + marketing automation integration
📈 49.5% lead-to-MQL conversion
💰 £400k deal closed from a holiday weekend chatbot re-engagement

With Conversica’s AI assistant, Iron Mountain redefined efficiency – and achieved a 17× ROI.

The lesson? In long-cycle B2B sales, always-on engagement wins.

🔗 Read the full case study: https://loom.ly/R35hv38

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