Marcus insights

Brand Strategy Branding Innovation Marketing strategy

AI in B2B Marketing: Accelerator or Noise Multiplier?

In many B2B marketing teams, AI has become something you “have to do something with.” Boards and executives are asking about the AI roadmap. Vendors p...

23 Feb 2026

AI in B2B marketing Brand Strategy Marketing technology

Stuck in your stack?

AI tools are arriving at high speed. Veo, Kling, a new release every week. Another AI tool, another integration, another Slack message saying “you rea...

13 Feb 2026

AI adoption B2B marketing Digital transformation Innovation

AI doesn’t fail on technology. It fails on usability.

AI is not struggling because the technology isn’t ready. AI is struggling because people are not using it in their real work.Across organisations, AI ...

9 Feb 2026

AI in B2B marketing AI in content creation Human AI collaboration Marketing strategy

From prompting to curating

AI can generate text at incredible speed, but it doesn’t do the thinking for you. Yet many teams treat prompts as a shortcut to “done”, instead of the...

14 Jan 2026

AI in B2B marketing B2B marketing Innovation Marketing technology

Real innovation in marketing starts with simplicity

In recent years, marketing has undoubtedly become smarter, but not necessarily simpler. Technology was supposed to accelerate our work and remove fric...

5 Jan 2026

AI in B2B marketing B2B marketing Brand Strategy Marketing technology

Why a clear brand compass matters

In many organisations, AI has quickly become part of the everyday marketing toolkit. Teams use it to produce content faster, experiment with new forma...

18 Dec 2025

AI in B2B marketing Marketing strategy

From campaigns to capabilities: building a future‑ready marketing team

Most marketing teams are still organised for a reality that has already moved on. They were designed for a world where campaigns set the pace, departm...

15 Dec 2025

AI in B2B marketing Brand Strategy Marketing strategy

Avoid the 3 pitfalls of modern marketing

Over the past few years, marketing has changed at remarkable speed. AI and automation have made almost every aspect of the discipline faster, more sca...

10 Dec 2025

B2B marketing Brand Strategy Marketing strategy Sales and marketing alignment

It’s not a marketing problem

Most organisations don’t actually have a marketing problem. They have a strategy problem. Yet the same reflex keeps showing up: we need to post more, ...

21 Nov 2025 • 3