Claude

False AI claims: protect your B2B brand

Have you ever asked a conversational agent or chatbot a question about a company… only to get an answer that was completely off track? You’re not alone. These errors are far from trivial. They can seriously damage a brand, especially in B2B, where trust takes…. Read More

Published by : Claude Malaison, on October 20th, 2025.

Categories : Artificial Intelligence, Branding -

B2B online search: from attention to intent in the age of AI

Just a few years ago, B2B online search was like a well-organized catalog: you entered a keyword and Google presented the options. Today, that catalog no longer exists. Instead, artificial intelligence synthesizes, reformulates, and chooses for you. And if you want your customers to still…. Read More

Published by : Claude Malaison, on September 19th, 2025.

Podcasts in B2B marketing: when theory turns into results

About a year ago, I asked you a simple question: what is the real value of podcasts in B2B marketing strategy? I showed that this audio format, long underestimated, is much more than a gimmick. Podcasts in B2B marketing are a way to humanize your…. Read More

Published by : Claude Malaison, on September 15th, 2025.

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

B2B branding strategy: how to stay present in the customer’s mind

In B2B, decisions are rarely made on a whim. But they often start at a key moment. A tension, a need, an emergency. What if your brand was the one that came to mind… at the moment of truth? That's where your B2B branding strategy…. Read More

Published by : Claude Malaison, on July 10th, 2025.

Categories : Branding B2B -, Marketing B2B -, Marketing de contenu, Marque en B2B, Stratégies-marketing

Agentic AI and B2B search behavior: are you ready for the shock?

You've probably already asked a generative AI to write an email, summarize an article, or generate a B2B marketing idea. But now imagine an AI that does more than just respond. An AI that acts on your behalf. That's agentic AI. And it's about to…. Read More

Published by : Claude Malaison, on June 25th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Customer Experience (Cx), Intelligence artificielle, Marketing B2B -, Marketing Research, Martech

Language model optimization: your content strategy must go beyond SEO

Do you still believe that Google is the only way to access your content? What if a growing portion of your audience no longer uses traditional search engines, but instead relies on artificial intelligence such as ChatGPT, Perplexity, or Claude? This is precisely what language…. Read More

Published by : Claude Malaison, on June 18th, 2025.

Categories : Artificial Intelligence, Content Marketing, Intelligence artificielle, Marketing de contenu, Référencement – SEO, SEO

An unverified B2B statistic is a myth disguised as truth

The illusion of instantaneous credibility Do you really validate every B2B statistic you share, which increasingly comes from generative artificial intelligence? It's tempting, we know. In a matter of seconds, a text is written, structured and supported by figures that give a rigorous look to…. Read More

Published by : Claude Malaison, on May 26th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Blogging, Content Marketing

6 seconds to convince: ready for attention marketing?

Every day, your customers and business contacts are bombarded with emails, LinkedIn requests, advertising messages, white papers, technical content… The list is endless. And in this avalanche, there is one constant: attention marketing is becoming a central issue in your content strategy. On LinkedIn, the…. Read More

Published by : Claude Malaison, on April 29th, 2025.

Categories : B2B Marketing, Content Marketing

French, Technology, and Marketing: A Triangle Worth Reconciling

With the rise of automation platforms, AI-assisted content, and intelligent CRMs, Quebec-based companies are navigating tools originally designed — and often still optimized — for English users. While many now offer robust French support, the challenge remains. Add to that the new obligations under Bill…. Read More

Published by : Claude Malaison, on March 19th, 2025.

Categories : B2B Marketing, Content Marketing

GEO: Optimization for generative engines explained

AI engines such as ChatGPT, Gemini, and Perplexity are redefining information search. GEO (Generative Engine Optimization) optimizes your content so that it is understood, selected, and cited in their responses, a new frontier in SEO for B2B brands in North America. With the rise of…. Read More

Published by : Claude Malaison, on March 12th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Référencement – SEO, SEO