CEO & Founder

B2B Buyers Don’t Need More Content. They Need Better Marketing Moments.

I was reviewing a piece of copy recently and scratched out the word “fast” when it referred to the B2B buyer journey. My thinking was simple: B2B buying is not fast. These are big decisions. Expensive decisions. Decisions that involve multiple stakeholders, budget scrutiny, procurement, demos, internal conversations, and usually at least one person who

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AI Is Not the Message. The Outcome is.

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AI is showing up everywhere in brand messaging right now. That is not the problem. The problem starts when brands lean on the term too heavily without clearly explaining the value behind it. That is where AI-washing begins. AI-washing happens when companies use AI language to sound more advanced, modern, or competitive, but fail to

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AI Won’t Replace Your Team. But It Will Expose It.

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AI is no longer coming. It is already inside the tools, workflows, client expectations, and boardroom conversations shaping how marketing teams operate. The question is no longer, “Are people using AI?” Most are. The better question is, “How far are they using it?” Because using AI to polish emails, write first drafts, or speed up

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The B2B Buyer Journey Is Moving Faster

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No small change B2B marketers used to treat the buyer journey like a long, linear path. Awareness. Consideration. Decision. A whitepaper here. A webinar there. A nurture sequence somewhere in between. That model does not reflect how B2B buying works anymore. Today’s buyers are doing more of the decision-making on their own, across channels that

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The Missing Link in AI Content Marketing: Emotional Mapping

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AI has brought power and precision to marketing. Campaigns launch faster. Content scales with ease. Data flows in real time. But for all that intelligence, one thing is too often missing: empathy. As I said in Forbes: “Don’t automate without empathy. The most effective automated emails feel like they were written just for the reader

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How AI Content Strategy Drives Demand Generation

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From Guesswork to Growth: How AI Helps You Build Content That Converts Relevance isn’t a nice-to-have in marketing anymore—it’s the difference between campaigns that engage and ones that get ignored. And yet, so many marketing teams still rely on broad assumptions about what their customers want, hoping their message lands. In a recent Forbes article,

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The Future of Product Launches: Lessons from the Front Lines

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Our CEO Sarah Tourville recently stepped onto the stage to moderate The Future of Product Launches, a dynamic panel hosted by AMA Atlanta. The conversation brought together marketing and product leaders to unpack one big question: what does a successful product launch look like now, and in the future? Short answer? It looks a lot

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The Vital Balance: Integrating Paid and Earned Media in B2B Marketing Campaigns

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The dynamic duo of paid and earned media (PR) is proving more and more indispensable for developing a well-rounded and effective B2B marketing campaign strategy. As businesses increasingly recognize the limitations of relying solely on one type of media, there’s a notable shift back toward a balanced approach that values both brand building and performance

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Building Strong Media Relationships: Essential Strategies for PR Pros

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For PR professionals, mastering the art of media relations can significantly impact how your brand’s story is told and perceived. This comprehensive guide explores the importance of media relationships and offers actionable strategies to build and maintain these vital connections. Why Media Relationships Matter Credibility and Trust Building strong relationships with the media is essential

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Equating PR to Multiple Touchpoints: Measuring PR in the B2B Buyer’s Journey

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The ROI of PR Public relations (PR) professionals face ongoing challenges in measuring the return on investment (ROI) of earned media coverage. Despite advances in marketing analytics, PR struggles to provide quantifiable data that demonstrates its value. This highlights the need for better measurement frameworks and tech solutions that integrate both disciplines. A crucial aspect

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Author name: Sarah Tourville