B2B Reads: Embracing Generative AI, High Impact Tangible Marketing and More!

Summary

Some of our favorite B2B sales and marketing posts from around the web this week.

Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know.

How B2B and B2C brands adopt genAI — same tech, different strategies By Frans Riemersma
B2B and B2C brands are both diving into generative AI, but they’re using it in different ways. B2B companies, dealing with longer sales cycles and multiple decision-makers, are leveraging AI to manage social media, document knowledge, and gain data-driven insights, aiming to showcase expertise and build trust. On the flip side, B2C brands are using AI to churn out content and engage audiences at scale, but they still rely heavily on human creativity to tap into emotions and stay on top of trends.

Why Shifting To Adaptive Programs Is Critical For B2B Marketers By Forrester
B2B marketers are moving toward adaptive programs to better respond to real-time buyer signals and tailor their outreach. This shift allows for more personalized and effective engagement strategies. By adopting adaptive approaches, marketers can enhance their ability to connect with potential clients in a meaningful way.

Pulse Check Survey: How Are B2B Marketing Teams Using AI? By Alicia Esposito
A recent survey reveals that most B2B marketing teams are embracing AI, especially generative AI, to speed up content creation and brainstorming processes. However, fewer are using AI for tasks like social media management (21%) and personalization (32%), indicating room for growth in these areas. Marketers are also cautious about data quality, with 53% citing it as a major challenge in implementing AI effectively.

Winning Beyond the Inbox By Amber McConnell
B2B buyers are inundated with emails and online ads, leading to digital fatigue and lower engagement. To stand out, small businesses can leverage tangible marketing strategies like direct mail, branded gifts, and exclusive events, which offer personalized, multisensory experiences that digital channels often can’t match.

The Future Of B2B Tech Marketing: Moving From Awareness To Influence By Cody Gillund
B2B tech marketing is shifting from just getting noticed to actually influencing buyers. Instead of just generating leads, companies need to focus on building trust and guiding potential customers through their decision-making process. The key is creating real, engaging experiences and using storytelling to show value—because that’s what really resonates today.

Want to brainstorm? Get in touch.