B2B Marketing Archives

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 -

B2B Marketing Metrics: Why Your Data Complicates Decision-Making

B2B marketing metrics are everywhere in your dashboards. You open your CRM, review your newsletter reports, and then examine your LinkedIn campaigns. The numbers are right there. Yet when it comes time to make a decision, whether to invest more, reallocate a budget, or halt…. Read More

Published by : Claude Malaison, on February 27th, 2026.

Categories : B2B Marketing, Web Analytics

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 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 : Lynda St-Arneault, on January 6th, 2026.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B -, Marketing intégré -, Strategic planning

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 : Lynda St-Arneault, on December 6th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing Strategy, Positionnement stratégique -, Stratégies-marketing

AI consistency: how to avoid being forgotten by AI

I want to show you, in my post, why AI visibility varies from one day to the next. And how to ensure that your company is mentioned regularly in the answers generated by artificial intelligence tools. This is really important! Because AI consistency in B2B…. Read More

Published by : Claude Malaison, on December 1st, 2025.

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

The B2B newsletter: a strategic marketing tool in the age of AI

By 2025, the inbox has become a battlefield. Automations, alerts, and promotional messages pile up at a frantic pace. Yet, amid this digital noise, the B2B newsletter holds a rare privilege: it remains a chosen channel. It speaks to readers who have given you permission.…. Read More

Published by : Claude Malaison, on October 27th, 2025.

Categories : B2B Marketing, B2B Newsletter, Infolettre B2B -, Intelligence artificielle, Marketing de contenu

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 : Lynda St-Arneault, on September 29th, 2025.

Categories : B2B Marketing, Marketing B2B -, Persona -

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.

Categories : Artificial Intelligence, B2B Marketing, B2B online search, Intelligence artificielle, Intent Marketing, Marketing Research, Référencement – SEO, SEO