B2B Brief | 01 Aug 2025
TL;DR:
More than half of B2B enterprises are simultaneously grappling with inefficient manual processes, aging technology stacks, and sidelined financial leaders in technology decisions.
By the inimitable Kiaran Geen : marketing isn’t a cost centre, it is the key growth lever. The forward-thinking marketing teams are not chasing leads; they’re building revenue machines.
Why embrace the philosophy of an obscure Marxist thinker like Bloch? Precisely because his insights tap into universal truths about human motivation and aspiration.
Today’s buyer turns to digital communities when a pain point emerges: Their first question isn’t, "What product can solve this?" Instead, it is, "Is anyone else dealing with this?"
For my US friends: “Brand building is entering something of a golden era in marketing. We have never had some much evidence to show the commercial value brands add to company value, revenues and margins to name a few."
More than two-thirds of suppliers say they frequently fall short of meeting buyer expectations when it comes to payment experience, according to research.
Amid the hype and dire warnings about AI creating a “Frankenstein’s monster,” one of the most tangible shifts marketers face today is the rapid transformation of buying behaviour.
AI Automations
1moLove the paradox: everyone buys shiny AI but ops stay manual, so flip finance from cost center to growth engine by wiring fast lead capture into instant WhatsApp replies and payment-tied UGC requests to turn receipts into trust and repeat revenue. Try a 7 day test: WhatsApp in under 5 minutes, payment reminder at 48 hours and a UGC prompt on receipt and watch time to first contact drop to under 10 minutes, booking conversion up ~15 and late payments fall ~30% 🙂