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.
Brand Perception in B2B Marketing

Redefining Brand Perception in B2B Marketing in this Age of AI

Digital systems and artificial intelligence are gradually transforming the way brands are understood, compared, and perceived. This is leading to a new framework for brand perception in B2B marketing in the age of AI. Between companies and their markets, a new intermediary intelligence is emerging:…. Read More
Published by : , on May 13th, 2026.
Categories : Artificial Intelligence, Branding -, Branding B2B -, Intelligence artificielle, Marque en B2B, SEO+GEO+IA
B2B strategic positioning

B2B Strategic Positioning: Why It’s Not Just a Communication Exercise

B2B Strategic positioning is not merely a communication exercise. It is a business decision that requires making choices, making trade-offs, and taking a clear stance in the market. Here’s how it’s actually developed. Through discussions with the client, a realization gradually emerged, though it wasn’t…. Read More
Published by : , on April 14th, 2026.
Categories : B2B Marketing, Strategic Positioning
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
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