Lessons
What held up after the room — patterns from launches, partnerships and stages.
- Brand loses the budget meeting in the wrong languageBrand budgets rarely lose on belief. They lose because the pitch never becomes a line in finance's pipeline model.B2B marketingLessons
- Closed-lost is the seller's versionCRM loss codes are the seller's story of a buyer decision. Plan 2027 messaging on buyer interviews, not the dropdown.B2B marketingLessons
- Tech people in an art warehouseLast night TechIsland took its community to PSI Foundation's Bill Viola show. The best ecosystem events change the room, not just the agenda.EventsLessons
- Your AI SDR is a deliverability programAn outbound agent on a big list mostly spends your sender reputation. Replies come from small segments, checkable facts and a human edit.B2B marketingPlatformsLessons
- Satisfied is not safeSatisfied customers still review partners. Treat renewal as a marketing job, not a CSAT score.B2B marketingLessons
- The AEO checklist is not the leverFAQ blocks and schema do not get you cited. Pages written in your buyers' words do, and one visibility score cannot show it.B2B marketingPlatformsLessons
- The favourite is picked before the formBuyers often pick a favourite before filling in your form. Read it as a late signal and let them set the timing.B2B marketingLessonsPlatforms
- The human who checks the AIBuyers now arrive with an AI answer and look for a person to check it against. Staff and write for that moment.B2B marketingLessonsFeed economy
- Your CRM needs a write policyWhen agents start updating your CRM on their own, the hard question is no longer data entry. It is who owns each field.B2B marketingPlatformsLessons
- Trust takes quartersWhy B2B marketing in long sales cycles is a trust problem first — and what that changes about how you show up in the feed.B2B marketingLessonsFeed economy
- Content that moves dealsAccount-based marketing is not a channel plan. It is content that helps a buying committee finish a decision.B2B marketingPlatformsLessons
- A year in platform marketing roomsWhat a year of partner events and platform rooms actually taught me.EventsPlatformsLessons