B2B Marketing Archives

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

Podcasts in B2B marketing: when theory turns into results

About a year ago, I asked you a simple question: what is the real value of podcasts in B2B marketing strategy? I showed that this audio format, long underestimated, is much more than a gimmick. Podcasts in B2B marketing are a way to humanize your…. Read More

Published by : Claude Malaison, on September 15th, 2025.

Categories : B2B Marketing, Content Marketing, Marketing B2B -, Stratégies-marketing

Agentic AI and B2B search behavior: are you ready for the shock?

You've probably already asked a generative AI to write an email, summarize an article, or generate a B2B marketing idea. But now imagine an AI that does more than just respond. An AI that acts on your behalf. That's agentic AI. And it's about to…. Read More

Published by : Claude Malaison, on June 25th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Customer Experience (Cx), Intelligence artificielle, Marketing B2B -, Marketing Research, Martech

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 : Lynda St-Arneault, on June 16th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B -, Marketing Research

Synthetic populations: when AI redefines B2B marketing research

What if your customers could speak… even before they existed? What was once the stuff of science fiction is now one of the most innovative marketing tools available. Thanks to synthetic populations, it is now possible to simulate conversations, test messages, and gather feedback even…. Read More

Published by : Lynda St-Arneault, on June 9th, 2025.

Categories : B2B Marketing, Data marketing, Intent Marketing, Marketing Research

An unverified B2B statistic is a myth disguised as truth

The illusion of instantaneous credibility Do you really validate every B2B statistic you share, which increasingly comes from generative artificial intelligence? It's tempting, we know. In a matter of seconds, a text is written, structured and supported by figures that give a rigorous look to…. Read More

Published by : Claude Malaison, on May 26th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Blogging, Content Marketing

B2B product launch: 10 tips to make the most of your chances

Let me be direct: a B2B product launch is never just a marketing issue. It's a strategic maneuver, sometimes even a turning point for your company. I've accompanied enough customers and experienced a few launches myself to know that a good product isn't enough. You…. Read More

Published by : Alain Thériault, on May 13th, 2025.

Categories : B2B Marketing, Lancement de produit -, Marketing B2B -, Product Launch -