Mahesh Sirvi
Account-Based Marketing (ABM) sounds great in every conference deck: “Focus on fewer accounts, close bigger deals.” Then you actually try to run a campaign and realize nobody told you what to do after you pick your target accounts. You’ve got a list of 50 companies. Now what? That’s where most ABM programs die. Not from … Read more
For years, the question was whether AI chatbots would eventually carry ads. That question was answered on February 9, 2026, when OpenAI flipped the switch on advertising inside ChatGPT. Two months in, the early data tells a story B2B marketers can’t ignore. OpenAI confirmed that sponsored placements now appear at the bottom of ChatGPT responses … Read more
Direct answer — What is the Salesforce Partner Program? The Salesforce Partner Program certifies the consultancies that implement Salesforce. In March 2026 Salesforce overhauled it, collapsing the old four-tier consulting structure (Base, Ridge, Crest, Summit) into two tiers, Summit and Select, and cutting roughly 170 badges to 28 core competencies. Recognition now depends on project … Read more
Google just turned AI Mode into an ad platform — and B2B marketers running paid search need to pay attention right now. In April 2026, Google expanded two new sponsored ad formats inside AI Mode, the conversational search experience that sits alongside traditional Google results. Shopping ads now surface below organic product recommendations, and travel … Read more
Seventy percent of retail, e-commerce, and CPG marketers say optimizing ad spend is their top priority. Only 17% use AI to actually do it. That’s the central finding from the latest Supermetrics Marketing Data Report, released on March 24, and it exposes a gap that most marketing teams haven’t figured out how to close. The … Read more
LinkedIn just told B2B marketers that most of their ad spend is useless. At their second-ever NewFront event on March 24, the platform launched a campaign called “Cut the Bullspend” alongside a set of new ad capabilities designed to prove that LinkedIn can deliver business outcomes, not just impressions. For B2B marketers who’ve been under … Read more
Direct answer – What is Zeta Global’s Athena AI agent? Athena by Zeta is an AI marketing agent that turns enterprise marketing data into predictive, decision-ready answers. It reached general availability on March 24, 2026 for all Zeta Marketing Platform customers at no extra cost. Built on advanced OpenAI models and Zeta’s data cloud, it … Read more
Most B2B companies treat their go-to-market strategy like a launch checklist: write some messaging, pick a few channels, hand it to sales, and hope for the best. Then six months later, pipeline is thin, CAC is climbing, and nobody can explain why a solid product isn’t gaining traction. The issue isn’t the product. It’s the … Read more
What Is a B2B Pricing Strategy? A B2B pricing strategy is a method businesses use to set prices for products or services sold to other businesses. It accounts for factors like production costs, customer value, competitive positioning, and the complexity of multi-stakeholder buying decisions that define B2B sales. The right pricing strategy directly affects profit … Read more
B2B ecommerce is a $19 trillion market, and it’s on track to hit $36 trillion by 2028. But here’s what the market size numbers don’t tell you: most B2B companies are still getting the b2b ecommerce best practices wrong. According to Zoovu’s 2024 report, 65% of B2B decision-makers say ecommerce is “broken” in their organizations. … Read more
You’re tracking MQLs, website traffic, and maybe CAC. But when your CEO asks whether marketing is actually driving revenue growth, you scramble to connect the dots. Most B2B SaaS marketing teams measure activity instead of impact, and the gap between “we’re busy” and “we’re profitable” shows up in every board meeting. The fix isn’t tracking … Read more
You need to automate workflows across your B2B stack, and you’ve narrowed it down to three platforms: n8n, Make, and Zapier. All three connect apps, trigger actions, and save your team hours of manual work. But they’re built for very different users, and picking the wrong one means paying too much for simplicity you don’t … Read more