Alain Thériault

Cannes Lions 2025 B2B: When Creativity Redefines Corporate Marketing

The 2025 Cannes Lions B2B Awards mark a major turning point for business-to-business marketing. For the first time, creativity has established itself as an indispensable strategic lever. The award-winning campaigns demonstrate that companies that dare to break away from traditional approaches gain visibility, trust, and…. Read More

Published by : Alain Thériault, on April 1st, 2026.

Categories : B2B Marketing

LinkedIn B2B Ads: Why They Seem Expensive (and Generate Leads)

B2B LinkedIn Ads are often perceived as expensive. However, when you analyze complex buying cycles and the influence on decision-makers, the perspective changes. Recent data shows that LinkedIn is now one of the most effective channels for influencing B2B purchasing decisions and supporting pipeline generation.…. Read More

Published by : Alain Thériault, on March 17th, 2026.

Categories : B2B Marketing, LinkedIn -

LinkedIn B2B Company Page: The Editorial Strategy That Works in 2026

A successful B2B LinkedIn Company Page in 2026 is no longer a showcase, but a media outlet in its own right. To generate lasting reach, credibility, and business opportunities, it must deliver real value, spark conversations, and be part of a coherent editorial strategy designed…. Read More

Published by : Alain Thériault, on January 13th, 2026.

Categories : B2B Marketing, LinkedIn -, Marketing B2B -

The augmented persona: the new weapon in industrial B2B marketing

In B2B marketing, understanding your buyer is key. However, many industrial companies still limit themselves to static personas, created once and rarely updated. But the market moves quickly. Decision-makers change jobs, priorities, and seek information through new channels. This is where the augmented persona comes…. Read More

Published by : Alain Thériault, on August 18th, 2025.

Categories : Marketing B2B -, Personas -, Stratégies-marketing

B2B product launch: 10 tips to make the most of your chances

Let me be direct: a B2B product launch is never just a marketing issue. It's a strategic maneuver, sometimes even a turning point for your company. I've accompanied enough customers and experienced a few launches myself to know that a good product isn't enough. You…. Read More

Published by : Alain Thériault, on May 13th, 2025.

Categories : B2B Marketing, Lancement de produit -, Marketing B2B -, Product Launch -

Intent data: how to predict B2B purchases and generate leads?

In the B2B world, where sales cycles are long and decisions complex, capturing buying signals before competitors do is a real strategic advantage. Today, companies that make intelligent use of intent data can transform these signals into concrete opportunities and optimise their customer acquisition. Why…. Read More

Published by : Alain Thériault, on March 4th, 2025.

Categories : B2B Marketing, Data marketing, Martech

B2B strategic marketing: what if intent signals transformed the way you approach your customers?

Imagine being able to understand your potential customers before they even know they need you. That's exactly what intent signal analysis promises. Those subtle clues that reveal their needs, thoughts and buying intentions long before they fill in a form or pick up the phone.…. Read More

Published by : Alain Thériault, on December 9th, 2024.

Categories : B2B Marketing, Expérience client -, Intent Marketing, Marketing B2B -, Marketing de contenu

Social selling and B2B branding: 6 concrete actions to connect with authenticity!

In the current economic climate, where companies are making massive layoffs and the second Trump era is upon us, Quebec companies are navigating through economic uncertainty, no longer knowing where to put their efforts and what kind of efforts to deploy. This is where social…. Read More

Published by : Alain Thériault, on November 25th, 2024.

Categories : B2B Marketing, Branding -, Branding B2B -, LinkedIn -, Social Selling, Vente sociale -

Business strategy and marketing strategy: an inseparable duo for success

There are many links to be made between marketing strategy and business strategy. Today, I'd like to talk about a very specific situation. The launch of an important product that extends the company's range of products and services. When we talk about the success of…. Read More

Published by : Alain Thériault, on October 14th, 2024.

Categories : B2B Marketing, Marketing Strategy

4 LinkedIn pillars essential to your growth

Among the social networking platforms dedicated to the world of work, LinkedIn stands out as a must for individuals and companies looking to expand their network. Or to promote their brand, or generate sales opportunities. Accustomed to treating LinkedIn as an online CV, many people…. Read More

Published by : Alain Thériault, on April 10th, 2024.

Categories : Content Marketing, Marketing numérique et stratégique -, Marketing Strategy, Sales, Marketing and B2B Business, Social Networks