Geoffrey Hansen

Agentic AI will change everything – including marketing
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The impact of top‑of‑funnel content on bottom‑funnel engagement and conversions - Beanstalk Explore how generative AI is reshaping content strategy, why TOFU content still matters, and how it influences high-intent, bottom-funnel conversions in today’s search landscape.

The impact of top‑of‑funnel content on bottom‑funnel engagement and conversions

B2B tech marketing too vague for buyers, says LinkedIn report - here’s 5 ways to stand out
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New Report from POM Marketing Finds 69% of B2B Marketers Lack Resources to Meet Leadership's Demands

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Why B2B Marketers Are Standing On The Lip Of A Waterfall Find out how to navigate the B2B buying journey in an industry that's constantly changing - from AI to gen Z buyers and economic uncertainty.

Rethinking Buying Groups: Why B2B Marketers Are Standing On The Lip Of A Waterfall (And Risk Being Washed Away)

7 Game-Changing Content Marketing Trends to Watch In 2023, several content marketing trends are emerging that you should be aware of. AI-driven content creation offers efficiency, whereas real-time personalization can greatly boost user engagement.

7 Game-Changing Content Marketing Trends to Watch

AI Video Has Changed Marketing Forever. Here's How to Adapt. AI has stripped the cost and complexity out of video production. The result? An endless stream of content where attention, not output, becomes the true competition.

AI Video Has Changed Marketing Forever — and Standing Out Requires a New Strategy

AI has stripped the cost and complexity out of video production. The result? An endless stream of content where attention, not output, becomes the true competition.

How the Rules of Social Media Marketing Have Changed in 2025 Businesses that want to grow need to accept the new reality of social media marketing.

The Rules of Social Media Marketing Have Changed. Here’s What Works (and What Doesn’t) in 2025.

Stop Optimizing, Start Reinventing: Three Imperatives For Marketing Leaders In 2026 Learn three imperatives coming out of MAICON 2025 for marketing leaders looking to reimagine how marketing creates growth.

Stop Optimizing, Start Reinventing: Three Imperatives For Marketing Leaders In 2026
#marketing #forrester

The Great AI Readiness Divide in Marketing At MAICON 2025, the message was clear: AI’s future in marketing depends less on ambition—and more on accountability.

The Great AI Readiness Divide in Marketing

AI maturity is mixed.

Budgets and alignment still block progress.

Smaller teams are moving faster.

Realism replaces hype.

Two thirds of B2B marketers say lead gen tactics changing B2B brands are ramping up their focus on creating content and investing in social media to generate leads and drive engagement.

Two-thirds of B2B marketers say lead gen tactics changing

B2B brands are ramping up their focus on creating content and investing in social media to generate leads and drive engagement.

Why your B2B strategy should start with a story that builds trust | MarTech In B2B, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start there.

Why your B2B strategy should start with a story that builds trust
In B2B, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start there.

In graphic detail: How AI is going to shape influencer marketing next year With AI transforming the industry, Digiday has charted how the tech is expected to impact influencer marketing over the next year.

In graphic detail: How AI is going to shape influencer marketing next year

AI Won't Replace Marketers — It Will Replace Bad Marketing AI isn't here to steal your marketing job. It's here to expose lazy marketing and reward real strategy.

AI isn’t here to steal your marketing job. It’s here to expose lazy marketing and reward real strategy.

Madison Logic-Harris Poll Survey: 73% of Marketers Say AI-Generated Creative is the Future of B2B Advertising - Chief Marketer In a new survey, 85% of B2B marketing decision makers said their company is actively investing in AI to lead the transformation toward a data-driven and creative-first advertising solution.

Madison Logic-Harris Poll Survey: 73% of Marketers Say AI-Generated Creative is the Future of B2B Advertising
#marketing #AI

Marketing strategies for banks are changing The biggest banks will spend $6 billion or more on marketing in 2025, or 0.10% of their total asset value, per an analysis of the American Bankers Association Bank Marketers Survey in the ABA Banking Journal. On average, 32% of banks’ marketing budgets were allocated to new customer acquisition—more than any other allocation. Bank marketers are clearly focused on digital advertising, and with greater resources and scale, the largest institutions won’t find it hard to drive awareness, attract new customers digitally, and dominate the conversation. Community banks will need to be scrappy.

Bank marketers get big budgets in 2025, lean into GenAI-optimized content

CMOs share what brands get wrong when marketing to Gen Z The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.

CMOs share what brands get wrong when marketing to Gen Z

The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.

Adobe introduces AI agents to help B2B marketers navigate long buying cycles | MarTech The new AI agents aim to help tackle long buying cycles by identifying decision-makers, personalizing journeys and accelerating deal flow.

Adobe introduces AI agents to help B2B marketers navigate long buying cycles

The new AI agents aim to help tackle long buying cycles by identifying decision-makers, personalizing journeys and accelerating deal flow.

Advertising Week Briefing: Marketers have a lot to worry about in the face of AI-induced shifts Here's what happened on the first day of Advertising Week New York — where a record-breaking number of attendees aired grievances.

Marketers have a lot to worry about in the face of AI-induced shifts

The 8 AI Agent Trends For 2026 Everyone Must Be Ready For Now AI agents are moving from experimental tools to mainstream powerhouses capable of managing complex work, everyday tasks and strategic decisions.

The 8 AI Agent Trends For 2026 Everyone Must Be Ready For Now

Marketers Are Building Millions Of AI Agents. What Does That Mean For The Rest Of Us? AI agents are personalizing messages, deciding what products you might want, and collecting your data. Eventually, you're going to need your own AI agent to compete.

Marketers Are Building Millions Of AI Agents. What Does That Mean For The Rest Of Us?

LinkedIn emerges as top B2B platform with 113% ROAS and 211-day buyer journeys B2B marketers allocated 39% of ad budgets to LinkedIn in second half of 2024 as platform delivers superior return on investment despite longer purchase cycles spanning seven months.

LinkedIn emerges as top B2B platform with 113% ROAS and 211-day buyer journeys

Hell Hath No Fury Like a Coffee Drinker in 2025 Lots of things are more expensive, but coffee is irreplaceable. So Americans are eating the price hikes—and reserving the right to rant.

Hell Hath No Fury Like a Coffee Drinker in 2025 … Prices are driving people to expletive-laden rants, but few are quitting caffeine; ‘I cannot function without that coffee.’

New study reveals the post-sales B2B roles and tools that increase NRR. ChurnZero, the platform and partner for customer growth, has released its sixth annual Customer Revenue Leadership Study, offering a data-driven view into how customer success and revenue leaders are operating in the new era of customer-driven growth. Formerly known as the Customer Success Leadership Study, the report has been renamed this year to reflect broader industry changes and the increased prominence of customer go-to-market teams responsible for recurring revenue.

New study reveals the post-sales B2B roles and tools that increase NRR.

90% of B2B Buyers Compare Sites — Here’s Expert Advice to Ensure Yours Converts
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Why experiential is central to winning consumer trust in the age of AI Seeing is believing. Craig Millon of Jack Morton explains why experiential matters more than ever at a time when customers might not know what to believe.

Why experiential is central to winning consumer trust in the age of AI... Seeing is believing!

Today in Apple history: 'Here's to the crazy ones' who 'think different' On September 28, 1997, Apple debuted its iconic "Think Different" ad. The powerful TV commercial became a milestone for Apple advertising.

Today in Apple history: ‘Here’s to the crazy ones’ who ‘think different’

Using AI in marketing – how to lead with transparency For many in-house legal marketing teams, using artificial intelligence tools may feel risky. But it can be a powerful asset when used with transparency.

Did you know 57% of online content is now AI-generated? Interesting article on importance of transparency to establish trust with your use of AI in marketing?

Making AI Actionable in Marketing: Moving Beyond Hype to Scalable Impact - Demand Gen Report Realizing AI’s role in marketing requires moving beyond fragmented pilots toward integrated, governed, and outcome-focused adoption.

Making AI Actionable in Marketing: Moving Beyond Hype to Scalable Impact

Your Successful Customers Have Power Over Buyers — Don’t Leave It To Chance Buyers seek out and trust the opinions and experiences of peers with similar challenges and goals. This report helps organizations understand their customers’ influence on B2B buying decisions and provides guidance on nurturing knowledgeable customers to share their experiences with buyers.

Great article from @forrester... Your Successful Customers Have Power Over Buyers — Don’t Leave It To Chance