On paper, the tariff rollback looks narrow, covering U.S. goods like wine, appliances, and orange juice. You know, “Old Economy.”

But context matters.

Canada is the United States’ largest trading partner, accounting for more than $1 trillion in annual cross-border goods and services. What happens at this border sets the tone for North American commerce.

And the ripple effects matter everywhere in B2B, including tech.

Margin recovery fuels modernization
“Old Economy” players regain breathing room, and that spend often flows into tech adoption e.g. ERP, procurement, AI forecasting, and SaaS platforms.

Supply chain clarity drives demand
Lower friction in one of the world’s most integrated trade corridors makes planning more predictable. That’s oxygen for logistics, finance, and ops software.

Confidence is contagious
When CFOs see volatility easing in North America, it’s easier to green-light multi-year SaaS contracts and expansion initiatives.

Signal for global markets
Other regions watch U.S.–Canada trade closely. Relaxed tariffs here can cascade into broader investor confidence around B2B spending.

It may read like a win for trucks and warehouses, but this is a macro signal for every B2B operator.

If you look down your supply chain at your customers who trade across borders, or if their budgets depend on those who do, this matters to you.

Few B2B brands manage to distill their value into a single line that’s both catchy and outcome-driven. Most are unable to resist the sweet siren call of features and benefits and end up with messaging smashed up on the rocks.

But Engine, formerly Hotel Engine, the $2 billion business travel brand, nails it:

It doesn’t lead with features. It promises what matters, simplicity in a space notorious for complexity. If there’s one area 99% of B2B brands could do better, it’s here.

Consolidated invoices, no agent fees, group booking tools, travel policy enforcement. Every feature supports the core promise. Instead of scattering their message across specs, they stack the proof underneath a single outcome.

It’s memorable without being abstract. No jargon, no buzzwords. The language borrows from gaming culture a bit, but it’s accessible to all.

Great B2B messaging is about finding the shorthand for the outcome you deliver and letting the features serve as evidence in a supporting role, not as the hero.

We help B2B teams sharpen the shorthand, building narratives, positioning, and brand systems that make the promise clear and the proof undeniable.

According to DemandSage’s 2025 B2B Marketing Statistics report, 60% of buyers say digital content swayed their final purchase decision, and 72% say video is essential.

That report compiles 100+ marketing stats pulled from trusted, big-industry sources like Statista, LinkedIn, Google, and the Content Marketing Institute (CMI).

As the expression goes, the best time to invest in video content was last year. The second best time is now.

Unfortunately, most B2B brands are not investing nearly enough in developing the parts of their content that really benefit from video like customer stories. Buyers expect it not just for demos, but for credibility. If you can’t show it and they can’t see it, they won’t believe it.

As B2B buying groups growing in size and the majority of the sales process continues to happen online, demand is being built by the content buyers consume when you’re not in the room.

MIT’s GenAI Divide report finds that only 5% of generative AI pilots drive measurable revenue growth.

The issue is poor integration. Tools like ChatGPT shine for individuals, but inside enterprises they hit a wall: they don’t adapt to entrenched workflows, leaving a “learning gap” between what the model can do and how teams actually operate.

MIT’s data shows success rates climb when companies buy from specialized vendors (67% success) versus going it alone, empower line managers (not just central AI labs) to drive adoption, and focus AI on back-office automation where ROI is clearest, rather than sales and marketing where human nuance is still a key to success.

You cannot ‘bolt on’ AI unless you are a small company, and even then, you need some planning.

Until companies redesign processes to absorb AI, pilots will keep stalling, budgets will keep burning, and growth will remain out of reach.

We help B2B teams put the human element back at the center—aligning brand and demand so your story connects where buyers decide.

Features get copied. Specs get undercut. But outcomes? Those stick. Smart brands don’t waste cycles chasing the new thing, they hammer the same clear promise until the market believes it.

The lesson: clarity compounds.

—Jay