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Growth marketing in B2B: buzzword or big bet?

Top of B2B Marketing’s most recent trend tracker was a curious little phrase: growth marketing. Both agencies and clients put it as the top trend for 2021. But what does it actually mean? The consensus across the Googlesphere is that growth marketing is a development...

Why groupthink changes how we think about B2B marketing

There are now nearly seven people involved in the average B2B buying decision, according to Challenger. This is a pesky fact. Pesky because it stops people buying stuff. The Challenger research shows, for example, that the chance of a decision being made reduces...