B2B Marketing Archives

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 : Alain Thériault, 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 : Claude Malaison, on May 26th, 2026.

Categories : Artificial Intelligence, B2B Marketing

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 : Claude Malaison, on April 29th, 2026.

Categories : Artificial Intelligence, B2B Marketing, SEO, GEO, IA

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 : Lynda St-Arneault, on April 14th, 2026.

Categories : B2B Marketing, Strategic Positioning

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