‘There was no trust’: How workplace culture impacts women in B2B
Emily ManockThree female B2B marketing leaders discuss how attitudes to women in the workplace have affected their careers.
‘Visibility isn’t ego’: Female CMOs on navigating the challenges of B2B leadership
Emily ManockThree female B2B marketing leaders discuss the lessons they have learnt about effective leadership on their way to the C-suite.
‘All marketing is going to be ABM-ed’: Why AI could be a gamechanger for account-based marketing
Emily ManockWith the vast majority of B2B marketers suggesting nurturing individual accounts is a strategic priority, AI is increasingly being positioned as the tech that can make this scalable.
‘Substance versus punditry’: ServiceNow on navigating the ‘social ecosystem’
Emily ManockDescribing LinkedIn as a “holistic marketing engine”, the B2B SaaS firm’s focus on social has paid off in lead generation and brand awareness.
Canva creates B2B CMO role
Emily ManockCanva has appointed Meghan Gendelman as its first B2B CMO to support the growth of its enterprise business.
‘Fighting hard to make a dent’: How SMEs are breaking through the ‘performance plateau’
Grace GollaschAfter years of relying on digital performance channels, small- and medium-sized businesses are being forced to rethink how they grow in a more competitive and expensive market.
Growth opportunities and influence over price: Your Marketing Week
Russell ParsonsMany of the challenges of last year remain, but there is also a wealth opportunity for marketers to explore in 2026.
‘The conflict is real’: B2B sales leaders on erasing the ‘friction’ with marketing
Megan TatumFrom developing a “common playbook” for success to establishing a sense of shared context, B2B sales and marketing can become close collaborators.
HSBC’s B2B CMO on the false divide between marketing in B2B and B2C
Emily ManockNicole German, who heads up marketing for HSBC’s B2B business, says while the fundamentals of marketing remain the same as ever, the rapid rise of AI means it’s essential to get comfortable with change and to keep asking questions.
‘Never a finished product’: B2B marketers on closing the AI skills gap
Charlotte RogersWhile no one has it all figured out when it comes to understanding AI, B2B marketers are urged to jump in or risk being left behind.
5 trends that will shape B2B marketing in 2026
Emily ManockFrom the importance of buyer enablement and the impact of agentic AI to the role of LLMs in buying decisions and the rise of ‘fair-trade’ data, we outline the key trends on the horizon for B2B marketers in 2026.
Less than a third of B2B marketers feel ‘understood’ by sales
Charlotte RogersNew data reveals over a third of B2B marketers are often in conflict with sales, while half work for businesses that believe marketing exists to serve the sales team.
‘Panicked and pressured’: Why are B2B marketers doubting their skills?
Charlotte RogersFrom self-consciousness over being a generalist to worries about not owning the 4Ps, some B2B marketers fear their skillset is not up to scratch.
‘A perfect storm’: Exploring B2B’s ‘lead gen crisis’
Charlotte RogersB2B marketers are urged to ditch MQLs, stop fixating on attribution and flex their strategic muscles to resist being boxed into a lead gen corner.
‘Confidence to challenge’: B2B marketers on why saying no is ‘part of strategy’
Emily ManockMarketers explain why prioritising critical thinking, learning to listen and beefing up your business acumen is the route to greater strategic influence.
‘Not a random tactic’: B2B marketers on ‘mapping’ events to the full funnel
Emily ManockClaiming events are “more important than ever”, B2B brands explain how they map their event portfolio to “every stage of the funnel”.
Most B2B marketers have ‘greater strategic role’ in business versus last year
Charlotte RogersWhile marketing is more influential than 12 months ago, investment isn’t always forthcoming, State of B2B Marketing data reveals.
Over half of B2B brands ‘fail to understand’ marketing’s potential beyond lead gen
Charlotte RogersA focus on pipeline is putting pressure on marketers, with over a third expected to deliver leads regardless of quality.
‘Dangerous illusion’: B2B marketers on taking lead gen from quantity to quality
Emily ManockMarketers discuss how to address the challenge of lead generation in the latest episode of Marketing Week’s webinar series, The Lowdown.
‘Never off duty’: B2B marketers on the challenges of working solo
Emily ManockFrom operating in survival mode to finding flexibility, four B2B marketers discuss the ups and downs of going it alone.