With $100B into OpenAI’s compute backbone and, perhaps more alarmingly, a $5B stake in direct competitor Intel, Nvidia isn’t just selling GPUs anymore it’s building the rails for the entire AI economy.

It may not be classic monopoly behavior, but it's close enough. It’s a quasi-monopoly forged through ecosystem control:

When one company owns the stack (chips, systems, and cloud infrastructure), competitors don’t just lose deals. They lose leverage.

Category dominance for the biggest players is shifting from best product to unbreakable ecosystem.

Partnerships can act as pressure points that tilt an entire market and while regulators may circle, but history shows builders outrun policy.

Most B2B brands still cling to the comfort of benchmarks and best practices. But Andy Burrell, Head of Portfolio Marketing at Nokia, calls that out for what it is: the real risk. Re-running the same playbook means you disappear into the noise.

Courage is a growth strategy.

This is definitely one of our hobby horses, and for good reason. Safe is the lookalike deck, the undifferentiated pitch, the campaign no one remembers.

In B2B, the riskiest thing you can do is blend in.

We work with B2B teams to break out of the copycat cycle, sharpening narrative, positioning, and content systems that create real distinction.

Most teams say they’re running ABM. In reality, they’re running expensive targeted awareness campaigns with a fancier label. That’s the blunt truth from AdConversion’s latest newsletter Why Your ABM Campaigns Aren’t Working.

The antidote is a structured ABM framework (Create, Capture, Accelerate, Revive, Expand)

Map to enterprise buying cycles, align sales and marketing, and focus on progression over channel credit.

Two out of three B2B marketers (64%) admit they don’t trust their marketing measurements.

There is an industry-wide suspicion that everyone is chasing phantom signals, juggling disconnected tools, and pushing content that doesn’t convert.

DemandScience's launch of Ionic and Labs is getting outsized attention this week. This story seems to be everywhere.

It promises to replace murky intent scores and scattered execution with one closed-loop system: verified buyer data, orchestrated multi-channel campaigns, and an intelligence hub to track next best moves.

DemandScience is framing the problem as a “Data Mirage,” a sticky, crystal clear label we wish we thought of, that turns a pain point into a movement marketers can get behind. Honestly, there's a Messaging Lab lesson in here too.

In a world where most are second-guessing their own pipeline, a solution that restores predictability, unsurprisingly, resonates.

AI was meant to sharpen marketing, but in many cases it’s adding fuel to the fire. Phantom clicks from bots blur intent signals. AI-generated content floods inboxes and feeds, lowering engagement instead of raising it.

AI isn’t the only reason two-thirds of marketers lack confidence in hitting revenue goals, but it’s certainly not helping.

This market is desperate for clarity

When two-thirds of marketers don’t trust their own numbers, anyone who can cut through the “data mirage” with clarity and credibility will own the category. The attention DemandScience is receiving shows that framing the problem is as powerful as solving it.

Bloated funnels chasing phantom clicks. Sales ops stuck in admin. Proof points hidden in channels your buyers ignore.

We help B2B teams bring discipline and clarity back into the system, aligning brand with demand and building content that shows up where decisions actually happen.

Bold plays feel dangerous in B2B because the stakes are higher, careers, not credit cards. But blending in is far riskier. Safe messaging turns into background noise. Safe campaigns get ignored. Safe strategies leave you competing on price.

Forgettable doesn’t just cost impressions. It costs pipeline, margin, and market position.

In a crowded field, the only safe move is to stand out.

—Jay