ABM Campaigns: How to Plan, Execute, and Measure (2026)
The operational playbook for ABM campaigns in 2026. Plan with a 7-part brief, run multiple campaigns without collisions, and measure like a pro.
IVRIS subject guide
Marketing Strategy · Page 5
Positioning, demand generation, go-to-market planning and measurement for B2B teams deciding where growth should come from.
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More from Marketing Strategy · Page 5
Fresh guidance and analysis, ordered by publication date and grounded in the work behind growth.
61.7% of AI Citations Are “Ghost Citations”: Why Your Brand Is Cited but Never Named
A new Growth Memo analysis published last week, by Kevin Indig, ran 115 prompts across ChatGPT, Google AI Overviews, Gemini, and Google AI Mode in 14 countries, recording…
Forrester’s GTM Singularity: What Mid-Market B2B Marketers Should Do This Week
Forrester opened B2B Summit North America today in Phoenix with a keynote built around a single phrase: the GTM singularity. VP and research director Dave Frankland framed it…
Perplexity Lost 40% of AI Referrals in 12 Months. The B2B Case Still Holds
Perplexity’s share of AI chatbot referrals fell from 12.07% in April 2025 to 7.07% in March 2026. Gemini passed it for the number-two spot. That is a 40%+…
McKinsey State of Marketing 2026: Only 6% of Teams Have Cracked AI — They’re 22% More Efficient
Direct answer – What did the McKinsey State of Marketing 2026 report find? The McKinsey State of Marketing Europe 2026 report surveyed 500 senior marketing leaders across France,…
HubSpot Renames INBOUND Conference After Declaring Inbound Dead
HubSpot has renamed its annual INBOUND conference. The company that literally invented the term “inbound marketing” is now distancing itself from the brand it built over 15 years.…
Demand Gen vs Lead Gen: What’s the Real Difference?
Your marketing team hit their MQL target last quarter. Sales still complained about lead quality. Pipeline didn’t grow. Sound familiar? This is what happens when B2B teams run…
Content Strategy for SEO: Framework for B2B Results
Publishing three blog posts a week used to work. You’d pick keywords, write long-form content, and wait for Google to reward the volume. That playbook stopped working around…