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Category: B2B Marketing

B2B buying decisions

How can your content influence B2B buying decisions?

Many B2B companies invest in content without always understanding how B2B buying decisions are actually made. Between decision-makers, influencers, users and gatekeepers, a single decision often involves several people. Understanding these ‘persona’ dynamics enables companies to produce more relevant and effective content. In B2B, when…. Read More
Published by : , on June 9th, 2026.
Categories : B2B Marketing, Marketing Strategy, Personas -

B2B agentic AI: The battle for visibility is becoming a battle for selection

Tomorrow, a plant manager will ask an intelligent agent to identify three suppliers capable of automating a food production line in Quebec. The agent will compare areas of expertise, summarize certifications, and analyze use cases published online. Then, it will recommend specific companies before a…. Read More
Published by : , on May 26th, 2026.
Categories : Artificial Intelligence, B2B Marketing, IA agentique, Intelligence artificielle, Marketing B2B -
B2B SEO Visibility and AI

B2B SEO Visibility and AI: Why Your Content Performs Well Without Generating Clicks

Over the past few months, a question regarding B2B SEO visibility and AI has come up frequently among our clients: “Why does our content seem to be performing less well… even though we’re doing everything ‘by the book’?” The rankings are still there. SEO is…. Read More
Published by : , on April 29th, 2026.
Categories : Artificial Intelligence, B2B Marketing, Marketing B2B -, SEO, GEO, AI, Visibilité B2B
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, Marketing B2B -, Positionnement stratégique -, Strategic Positioning
B2B Marketing Metrics

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 : , on February 27th, 2026.
Categories : Analyse des données -, B2B Marketing, Marketing B2B -, Marketing numérique et stratégique -, Web Analytics
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
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