Raise the power of your brand

Author: Lynda St-Arneault

Lynda St-Arneault est présidente fondatrice d’ExoB2B et spécialiste du marketing B2B depuis 2002. Elle écrit sur la stratégie, le positionnement, le contenu et l’intégration de l’IA en marketing.
limitations of B2B marketing

The current limitations of B2B marketing in the context of integrated buying

The current limitations of B2B marketing do not stem from a lack of tools or methods, but from a growing disconnect between fragmented practices and an increasingly integrated buying reality. Understanding these limitations is now essential before any strategic or technological planning can take place.…. Read More
Published by : , on January 6th, 2026.
Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Marketing intégré, Strategic planning
B2B marketing strategy and AI

B2B marketing strategy: positioning, content, and AI in one seamless motion

A B2B marketing strategy that integrates positioning, content, and AI cannot exist in isolation. Indeed, these elements must move forward in unison. When they do, search engines and artificial intelligence engines understand much more clearly what a company really represents. Consequently, this alignment becomes a…. Read More
Published by : , on December 6th, 2025.
Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing Strategy, Positionnement stratégique, Stratégies-marketing
B2B programmatic advertising

B2B programmatic advertising: how to combine creativity, AI, and augmented personas

B2B programmatic advertising is becoming an essential tool for reaching decision-makers at the right time. However, it often remains underutilized. The report From Guesswork to Greatness, published by TripleLift and eMarketer, reminds us that creativity is a major factor in performance… but one that is…. Read More
Published by : , on September 29th, 2025.
Categories : B2B Marketing, Marketing B2B, Persona
B2B focus group

B2B focus group: when AI joins the table (and doesn’t even drink coffee)

How many artificial intelligences does it take to run a B2B focus group? Just one! It creates the group. Then it plays the participants and finally moderates the discussions. And it does so without ever asking for a coffee break. Or blueberry muffins. Joking aside,…. Read More
Published by : , on June 16th, 2025.
Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Marketing Research
B2B Marketing Strategy

B2B marketing strategy and branding: align, express, advance

In today's competitive landscape, maximising your presence in niche markets is essential. But to achieve this, it all starts with a thorough understanding of your audiences and a well-targeted B2B marketing strategy. Defining a solid strategic positioning can transform the way a company perceives -…. Read More
Published by : , on April 22nd, 2025.
Categories : B2B Marketing, Branding B2B, Marketing Strategy, Positionnement stratégique, Stratégies-marketing
brand image

Performance and B2B SEO: why a good brand image is no longer enough

Quebec companies, whether in manufacturing, technology or services, are investing heavily in their image. New logos, polished graphic identities, redesigned websites... all in the hope of strengthening their market position and attracting more customers. And rightly so. A good brand image inspires confidence, credibility and…. Read More
Published by : , on February 14th, 2025.
Categories : B2B Marketing, Branding, Marketing B2B, Marque et image, Positionnement stratégique, Référencement – SEO, SEO
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