The Truth About B2B Marketing Specialisms

Karl Van den Bergh, Chief Market Officer at Illumio, argues that fear-led cybersecurity marketing wears out its welcome, and that brands win by pairing hard truths with agency and distinctive humour.

Stuart unpacks Legora's hiring philosophy of "high agency, low ego," and what incumbent marketing teams need to unlearn to compete with AI-native challengers.

AI can analyse customer data, but understanding why customers behave the way they do still requires human insight. Frances Fenemore explores where AI helps, and where it falls short.

The traditional partner-led model is evolving. Clients increasingly expect joined-up expertise, deeper insight and a clearer strategy for how firms support their business.