According to Gartner's The Future of Sales report, by 2025:

So what?

In a digital-first world, your brand becomes your rep. There’s no handshake. No lunch. No beers after a round of golf. No room to read the buyer. Just pixels, noise and a decision made before a single word is spoken with sales. In the old world, the biggest budgets dominated—more reps, more touchpoints, more trade shows. Now? A startup with a sharp message and a strong brand can steal attention from the category leader in a single scroll.

In a world where features and benefits are table stakes, this shift doesn’t just change how you sell—it changes who wins and makes your brand your most important rep. 

Download the Gartner report here

Most companies think they need more leads.

According to CEO (and absolute content machine), Richard Lemkin, what they actually need is someone who knows how to turn interest into revenue.

So whether you’re hiring in-house or bringing in outside expertise, look for two things:

👉 Takeaway: If you're looking to unlock growth, don’t just chase tactics. Work with leaders who’ve built and executed demand engines that mirror your business model—and can help you build one, fast.

Read more of Richard's thoughts

If your market feels like a race to the bottom, it’s not your sales team—it’s your brand.

When customers can’t tell the difference between you and your competitors, price becomes the only factor.

The strongest B2B brands don’t play that game. They win on trust, recognition, and a clear point of view.

Find out where your brand stands—and how to make it a revenue driver.

📌 Take the 2-minute Brand Audit & Get a Strategy Call.

👉 Start Here

We love April Dunford. And yes, she writes really, really long newsletters. And each and everyone of them is worth the scroll. In this one, she nails why 'free' isn't always a flex.

April shows us how to flip a competitor’s “free” price into your strength in what she calls 'positioning jujitsu:'

Free = no support
Free = built for users, not decision-makers
Free = doesn’t deliver the value buyers actually care about

And if you’re the premium player, you should lean in. Price signals value. Just make sure your messaging does too.

This doesn’t only apply to SaaS. There’s a jujitsu move for all situations.

Read April's full newsletter

But what’s performing best? Not the flashy stuff—search and PPC still lead the pack for driving real results in content marketing.

Why it matters: B2B buyers aren’t just browsing—they’re searching with intent. If your content isn’t showing up in those key moments, it’s invisible.

Social ads build awareness. But search still closes the gap between curiosity and conversion.

👉 Takeaway: Content alone isn’t enough. In 2025, distribution is the real moat—and paid is the price of entry.

Read more

Too many B2B companies pour money into paid ads without fixing the landing experience or aligning creative with buyer intent.

Our ad optimization partner helps teams tighten their paid strategy, improve ROAS, and build creative that clicks and converts.

Want more ROI from your next campaign?

👉 Book a free ad strategy session

👉 Start Here

Most B2B teams confuse messaging with wordsmithing. But great messaging isn’t clever—it’s courageous. It’s choosing to say the thing your competitors won’t. It’s drawing lines, naming problems, and standing for something that might cost you the wrong customer to earn the right ones.

If your message couldn’t get you fired or featured, it’s probably forgettable.

—Jay