Perspectives
Ideas, opinions and experiences shaping B2B marketing.
Perspectives is the editorial space of B2B Converge: original thinking, informed opinion, practical experience and expert contributions from across the industry.
Latest articles
There is no shortage of B2B marketing advice. There is a shortage of conversation.
Feeds are full of frameworks and predictions. What's harder to find is the honest account of how someone actually worked through a problem. That is the gap B2B Converge sets out to fill.
The buying group got bigger. Is our marketing still talking to one person?
B2B decisions are made by groups with different worries, timelines and definitions of success. Most marketing is still written for a single imagined buyer. Here is what changes when you stop doing that.
AI will write more of our marketing. Judgement becomes the scarce skill.
When producing content gets cheap, deciding what deserves to exist gets valuable. A look at what changes for B2B teams as AI takes on more of the production work.
Pipeline is an outcome, not a strategy
Revenue accountability has made B2B marketing sharper. It has also tempted teams to optimise for the number rather than for the buyers who produce it. A case for putting demand back before capture.
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Our editorial themes
We want to explore the questions that matter, challenge assumptions and encourage better conversations.
B2B Strategy & Leadership
The changing role of marketing, business priorities, organisational transformation and leadership perspectives.
Demand Generation & Revenue Marketing
The evolution of demand generation, pipeline creation, performance marketing and revenue accountability.
Account-Based Marketing
How businesses approach account selection, buying committees, engagement and account growth.
Brand, Content & Thought Leadership
Building brand relevance, creating meaningful content and developing influence in complex B2B markets.
AI, Data & Marketing Technology
How artificial intelligence, data, automation and technology are transforming marketing.
Marketing Operations & Intelligence
The systems, processes, data and capabilities behind effective B2B marketing.
People, Talent & Careers
Professional journeys, leadership lessons, team development and the changing skills B2B marketing needs.
The Future of B2B
Emerging trends, new business models, changing buyer behaviour and what comes next.
Editorial philosophy
Substance over promotion. Experience over hype. Meaningful insight over recycled talking points.
Our objective is content that informs, encourages discussion and gives B2B professionals something worth thinking about.
Sponsored content and commercial partnerships, if and when we publish them, will always be clearly labelled.
Contribute to Perspectives
The best industry publications bring together many voices. We welcome original articles, informed opinions, practical case studies and expert contributions from professionals across the B2B ecosystem.
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- Originality
- Clarity
- Practical value