INFUSE INSIGHTS
Our insights collate a vast range of B2B marketing resources, including how-to guides, perspectives, and market intelligence based on verified in-house research and our leadership’s deep understanding of demand generation best practices. Dive into our marketing insights for key industry developments, evolving buying behaviour, best practices, growth strategies for B2B businesses, and more.
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Omnichannel Marketing vs. Multichannel Marketing: What Is the Difference?
Understand the difference between omnichannel and multichannel marketing, and how each impacts B2B buyer engagement. Learn when to use each approach and their key benefits.
Expert Picks
Article
15 min
Voice of the Buyer 2026
Discover 2026 B2B buyer trends: AI adoption priorities, trust gaps, and buying group dynamics from 2,300+ GTM leaders. Contact INFUSE to access the full report.
Expert Picks
OUTLOOK
3 min
Voice of the Marketer 2026
2026 B2B marketing insights: brand investment priorities, AI adoption, and buying group strategies from 2,300+ GTM leaders. Contact INFUSE to unlock the full report.
Expert Picks
OUTLOOK
3 min
The Day Zero List: How B2B Pipeline Is Won Before Buyers Start Looking
Day zero shapes the B2B buyer journey before day one. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability.
Expert Picks
Article
11 min
Turn Proof into Pipeline: Navigating the Buying Shift in 2026
Explore how AI, shifting buyer behavior, and declining trust are reshaping B2B buying, and what companies must do differently to stay competitive in 2026.
Expert Picks
Webcast
45 min
All B2B Healthcare Marketing B2B Marketing Agency Insights B2B Marketing Data Insights Buying Journeys Case Studies Definitive B2B Marketing Guides INFUSE Webcasts Press Releases Demand Generation Demand Intelligence Account Based Marketing Lead Nurturing Content Marketing Channel and Partner Marketing
B2B Healthcare Marketing
The Evolving Role of Content Marketing in Life Science: What to Expect for the Remainder of 2025 Please note: This article is recommended for marketing agency professionals in the healthcare sector within the EMEA region. Content is evolving in B2B life science marketing. The old playbook — whitepapers gated behind forms and one-size-fits-all email blasts — is being replaced with a more strategic, buyer-centric approach. Life science marketers in 2025 find themselves […].
Article
12 min
The Healthcare Challenge: Balancing Security and AI in 2025 Security has long been a top priority for healthcare organizations—a trend that is not expected to change given the prevalence of cyber threats.However, as technology purchases continue.
Outlook
8 min
Bright.md Partners with INFUSE to Target Healthcare Leads Bright.md sought to generate quality healthcare leads. Our 2 Touch process enabled Bright.md to engage with key decision-makers and close more deals.
Trending
3 min
B2B Marketing Agency Insights
How to Collaborate to Drive Growth: Aligning Media Planners and Owners Executive summary To drive sustainable growth, B2B agencies must bridge the gap between media planners and agency owners through structured collaboration and data-led strategies. This article outlines a practical framework for building high-performing, cross-functional teams that deliver measurable impact across campaigns. Explore the full framework to unlock regionally relevant, data-fuelled collaboration strategies that elevate agency […].
Article
15 min
The Agency Guide to Ethical Demand Generation Synopsis: Recommended audience: This article is tailored specifically for marketing agency professionals operating within the EMEA region. B2B marketing agencies have traditionally leveraged a combination of in-person sales, referrals, and events with digital practices to craft marketing campaigns that fulfill client objectives. The goal of these campaigns is typically to find and engage potential buyers […].
Article
14 min
The Agency Playbook for Personalised B2B Content Strategies Given the shifts in B2B buyer behaviour, agencies face the difficult challenge of proactively addressing their buyers’ unique needs and challenges across multiple regions—and marketing channels to secure buy-in.
Article
8 min
Unlocking B2B ROI with Predictive Lead Scoring and Omnichannel Nurturing Predictive scoring enables marketers to focus efforts on high-value prospects based on real conversion signals.
Article
12 min
Top Challenges Your B2B Buying Group Are Facing (and How to Overcome Them) Summary Summary Why the B2B buying process is so difficult for buyers Why GTM needs to evolve Marketing teams Sales teams Adapting to evolving buyer behaviour: A case study of SMART Technologies Challenges and solutions per buying group member How to overcome buying group challenges De-risk your solution Key takeaways Share: Download PDF Synopsis: The […].
Article
10 min
How to Drive CLTV: A Guide to Fostering Brand Evangelism Summary Summary The role of brand evangelism 5 advantages of a higher average CLTV Calculating CLTV 2 strategies to increase CLTV independent of brand evangelism Monitoring and measuring brand evangelism 5 steps to cultivating brand evangelism Key Takeaways Share: Download PDF Synopsis: The relationship between CLTV and brand evangelism How to increase CLTV to drive […].
Guide
15 min
B2B Marketing Data Insights
The Day Zero List: How B2B Pipeline Is Won Before Buyers Start Looking Day zero shapes the B2B buyer journey before day one. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability.
Article
11 min
Demand Marketer’s Guide to Intent Activation Learn how demand marketers can use buyer signals and intent data to identify in-market accounts, improve discoverability, and activate targeted campaigns that drive revenue.
Article
14 min
The Role of Social Media in the B2B Buying Process Explore how B2B marketers use social media to boost discoverability, influence decision-making, and drive conversions across the buying journey.
Article
14 min
Buying Journeys
How To Amplify Demand and Discoverability with Content Activation Discover how to activate content that engages B2B buyers, drives multi-stakeholder alignment, and accelerates pipeline growth.
Article
14 min
Omnichannel Marketing vs. Multichannel Marketing: What Is the Difference? Understand the difference between omnichannel and multichannel marketing, and how each impacts B2B buyer engagement. Learn when to use each approach and their key benefits.
Article
15 min
6 Ways to Revolutionise Your B2B Digital Experience Executive summary: Many B2B organisations face difficulties meeting modern buyer expectations due to fragmented journeys, outdated UX, and impersonal digital interactions. This article outlines six strategies to transform your digital experience into a buyer-centric growth engine. Discover how to revolutionise your digital experience and create buyer journeys that establish trust and increase sales. Economic pressure, […].
Article
15 min
6 Steps to Engaging Your Defensive Buying Groups Executive summary Modern B2B purchases are no longer made by individuals but by complex, risk-averse buying groups. To help marketing and sales leaders effectively engage these multi-stakeholder teams across every stage of the buyer’s journey, this article outlines a practical, proven approach to influence decision-making and accelerate conversions. It offers guidance on how to […].
Article
15 min
5 Steps to Orchestrate B2B Marketing Channels for Demand Generation Drive demand and buyer engagement through high-performing B2B marketing channel strategies..
Article
19 min
6 Reasons Why Your Demand Generation Strategy is Not Performing Discover six common reasons why B2B demand generation strategies underperform, and practical solutions to boost pipeline, engagement, and revenue.
Article
15 min
Case Studies
INFUSE Drives Demand Performance and Pipeline for Global Cybersecurity Leader INFUSE partnered with a global cybersecurity leader to launch a precision demand program, driving net-new prospects and marketing opportunities through AI-powered security operations content.
Case Study
1 min
INFUSE Powers DeepL’s Shift to Enterprise with Scalable Demand Generation DeepL is a comprehensive Language AI platform that empowers organisations to communicate seamlessly across languages, cultures, and markets. Since its founding in 2017, DeepL has been dedicated to breaking down language barriers through state-of-the-art translation and writing solutions.
Case Study
6 min
INFUSE Enhances Freightos’ Brand Presence with Strategic Content Activation About Freightos Freightos® (NASDAQ: CRGO) is the leading vendor-neutral global freight booking platform. Airlines, ocean carriers, thousands of freight forwarders, and well over ten thousand importers and exporters, connect on Freightos, making world trade faster, more efficient, and more resilient. The Freightos platform digitises the trillion-dollar international freight industry, supported by a suite of software […].
case study
4 min
Definitive B2B Marketing Guides
How To Amplify Demand and Discoverability with Content Activation Discover how to activate content that engages B2B buyers, drives multi-stakeholder alignment, and accelerates pipeline growth.
Article
14 min
Definitive Guide to B2B Content Marketing In both the online and offline space, content is central to building brand identity, awareness, and authority by establishing the value an organisation brings to its target market and specific industry.
Guide
11 min
Definitive Guide to B2B Lead Nurturing Definitive Guide to B2B Lead Nurturing 21 min READ NOW Summary Summary What is lead nurturing? 5-step guide to developing a lead nurturing strategy that converts 1. Have an open conversation with leads and clients Collect lead intelligence on your accounts 2. Develop strategies and assets to address obstacles 3. Fill in knowledge gaps 4. […].
Guide
21 min
Definitive Guide to B2B Lead Generation What is lead generation and how does it work in modern B2B marketing? Learn proven lead generation strategies, concepts, channels, and how lead gen captures intent to fuel sales.
Guide
14 min
Definitive Guide to B2B Account Based Marketing Account based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific higher-value businesses (accounts), rather than focusing on individuals within a broad audience. It involves personalising marketing efforts and messaging to address the specific needs and challenges of individual target accounts, with the aim of building relationships, building equity, and driving revenue.
Guide
25 min
How to Kickstart Your Demand Generation Strategy for Success: Top of Funnel Guide Discover effective top-of-funnel tactics for B2B demand generation. Boost engagement and conversion rates.
Guide
14 min
INFUSE Webcasts
Turn Proof into Pipeline: Navigating the Buying Shift in 2026 Explore how AI, shifting buyer behavior, and declining trust are reshaping B2B buying, and what companies must do differently to stay competitive in 2026.
Webcast
45 min
Outlook 2026: Why Your Buyers Are Ready to Switch Unlock the key insights from our Outlook 2026 report, as experts Victoria Albert and Scott Vaughan dive into the critical challenges of trust and discoverability in today's AI-driven B2B market.
Webcast
45 min
ABM Reborn: AI, Intent, and the New Rules of Engagement SESSION OVERVIEW: Account Based Marketing (ABM) programs today face pressures from tighter budgets, leaner teams, and heightened expectations for immediate, measurable revenue impact. To meet these demands, ABM must evolve beyond basic lead targeting into a connected, strategic practice: one that prioritises smarter account selection, personalises at scale, and engages buying groups earlier in their […].
Webcast
45 min
Press Releases
INFUSE + INKHUB: 1to1 B2B Buyer Experience INFUSE and INKHUB partner to deliver true 1to1 personalisation across the full B2B buyer journey.
Press
6 min
INFUSE and Sendoso Partner to Amplify Buyer Engagement with Intelligent Gifting Discover how INFUSE and Sendoso are transforming buyer engagement through data-driven demand generation and intelligent gifting worldwide.
Press
5 min
INFUSE Named 2025 6sense Breakthrough Award Winner INFUSE named 6sense Technology Partner of the Year at 2025 Breakthrough Awards. Global demand generation leader recognised for precision activation and measurable growth outcomes.
Press
5 min
INFUSE Recognised as a 2025 Inc. Power Partner Award Winner Discover how INFUSE earned its second Inc. Power Partner Award and 11th Inc. list placement by helping clients navigate complex growth challenges through data-driven demand generation.
Press
5 min
INFUSE and INKHUB Forge Exclusive Partnership to Launch the First 1to1 Buyer-Led Content INFUSE partners with 1to1 Content by INKHUB to launch personalised, micro-targeted buyer content that replaces static assets at global scale.
Press
5 min
INFUSE and G2 Announce Strategic Partnership to Bring Buyer-Driven Marketing to Life Boca Raton, FL, July 30, 2025 – INFUSE, the leader in full-funnel demand activation, today announced a strategic partnership with G2, the world’s largest and most trusted software marketplace. This collaboration brings the power of G2 Buyer Intent and INFUSE demand activation, enabling B2B marketers to engage in-market buyers with unmatched precision, velocity, and performance. […].
Press
2 min
Demand Generation
The Day Zero List: How B2B Pipeline Is Won Before Buyers Start Looking Day zero shapes the B2B buyer journey before day one. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability.
Article
11 min
Demand Marketer’s Guide to Intent Activation Learn how demand marketers can use buyer signals and intent data to identify in-market accounts, improve discoverability, and activate targeted campaigns that drive revenue.
Article
14 min
The Role of Social Media in the B2B Buying Process Explore how B2B marketers use social media to boost discoverability, influence decision-making, and drive conversions across the buying journey.
Article
14 min
Demand Intelligence
Voice of the Buyer 2026 Discover 2026 B2B buyer trends: AI adoption priorities, trust gaps, and buying group dynamics from 2,300+ GTM leaders. Contact INFUSE to access the full report.
OUTLOOK
3 min
Voice of the Marketer 2026 2026 B2B marketing insights: brand investment priorities, AI adoption, and buying group strategies from 2,300+ GTM leaders. Contact INFUSE to unlock the full report.
OUTLOOK
3 min
The AI Implementation Handbook for B2B GTM in 2026 This handbook maps AI implementations across six buying journey stages with maturity indicators, execution guidance, and success metrics for B2B GTM teams.
Outlook
12 min
Discoverability-to-Revenue: Building Trust in
an AI-Enabled Era AI transforms B2B buyer research. Explore discoverability strategies that build trust, enable buyers, and drive revenue in an AI-powered search era.
Outlook
12 min
The Buyer-Led GTM Framework: How to Accelerate Buyer Confidence Master the buyer-led GTM framework. Learn how to build trust architecture and accelerate buyer confidence when 61% of the journey happens before vendor contact.
Outlook
8 min
TrustRadius 2025 Report: What Makes INFUSE a Buyer’s Choice in Demand TrustRadius 2025 Report: What Makes INFUSE a Buyer’s Choice in Demand Generation
Report
8 min
Account Based Marketing
Drive Demand Performance Outcomes with ABX With many B2B organisations looking to optimise their budgets for 2024, Account Based Marketing (ABM) continues to be a chief consideration because it allows for a targeted and personalised approach.
Outlook
21 min
Definitive Guide to B2B Account Based Marketing Account based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific higher-value businesses (accounts), rather than focusing on individuals within a broad audience. It involves personalising marketing efforts and messaging to address the specific needs and challenges of individual target accounts, with the aim of building relationships, building equity, and driving revenue.
Guide
25 min
ABM Activation: How to Drive Real Performance INFUSE Webcast: Watch how to activate ABM strategies with intent data and omnichannel tactics that drive impact from target account engagement to conversion.
Webcast
45 min
Lead Nurturing
10 Top of Funnel Lead Nurturing Best Practices to Boost Your Sales Enhance early-stage engagement with 10 top of funnel lead nurturing best practices that drive sales growth.
Whitepaper
15 min
Unlocking B2B ROI with Predictive Lead Scoring and Omnichannel Nurturing Predictive scoring enables marketers to focus efforts on high-value prospects based on real conversion signals.
Article
12 min
8 Reasons Why Your ABM Program Is Not Working and How to Fix It Discover the 8 key reasons your ABM program may be underperforming, plus strategic fixes to drive results.
Article
15 min
Lead Nurturing Playbook: How to Align B2B Content with the Buyer’s Journey Content recommendations for supporting lead nurturing across all stages of the sales funnel. Successful lead nurturing builds a rich buyer experience with touchpoints that encourage progression along the buyer’s journey and sales funnel stages.
Article
8 min
6 Lead Nurturing Strategies for Reaching Beyond the Inbox Summary Summary Why channel diversification is important for B2B lead nurturing 1. Gather data insights Lead intelligence Intent data 2. Go beyond the inbox with targeted display ads 3. Leverage social media nurturing 4. Employ dynamic retargeting 5. Harness search ads 6. Take advantage of ABM and ABX frameworks Key takeaways Share: Download PDF Synopsis: […].
Article
11 min
Definitive Guide to B2B Lead Nurturing Definitive Guide to B2B Lead Nurturing 21 min READ NOW Summary Summary What is lead nurturing? 5-step guide to developing a lead nurturing strategy that converts 1. Have an open conversation with leads and clients Collect lead intelligence on your accounts 2. Develop strategies and assets to address obstacles 3. Fill in knowledge gaps 4. […].
Guide
21 min
Content Marketing
The Agency Guide to Ethical Demand Generation Synopsis: Recommended audience: This article is tailored specifically for marketing agency professionals operating within the EMEA region. B2B marketing agencies have traditionally leveraged a combination of in-person sales, referrals, and events with digital practices to craft marketing campaigns that fulfill client objectives. The goal of these campaigns is typically to find and engage potential buyers […].
Article
14 min
The Agency Playbook for Personalised B2B Content Strategies Given the shifts in B2B buyer behaviour, agencies face the difficult challenge of proactively addressing their buyers’ unique needs and challenges across multiple regions—and marketing channels to secure buy-in.
Article
8 min
7 Reasons Why Your Content Marketing Strategy Is Not Working Synopsis: While 55.4% of marketing teams are investing in AI technology for facilitating large-scale data analysis (Voice of the Buyer 2025), 72% continue to leverage AI primarily to automate and optimise content creation. This has resulted in the generation of vast amounts of content, highlighting a disconnect with buyer needs (Voice of the Marketer 2025). The […].
Whitepaper
23 min
Channel and Partner Marketing
Channel Expert Roundup: What Is the Future of Partner Marketing? Explore the possibilities the future holds for channel partner marketing from the perspective of industry experts.
Article
10 min
A New Era for Channel Partner Marketing Introduction With 73% of the IT market passing through intermediaries, channel and partnership ecosystems have become critical drivers of business growth (Canalys, 2024). Yet, partner marketing is still widely misunderstood. Partner ecosystems have become more complex over the last few years, creating pressure for already overburdened marketing teams to manage them. This can lead to […].
Outlook
9 min
Keeping It Real with How Associations Get New Members and Sponsors INFUSE Webcast: See how Associations drive growth through demand strategies, boosting membership through precision content and outreach. Watch now.
Webcast
40 min
How to Drive Your Performance with Channel Partners Summary Summary The top 3 challenges of partner marketing #1. Finding the right partners #2. Equipping partners to drive performance #3. Engaging and upskilling partners Key takeaways Share: Synopsis: The main challenges when selecting channel partners and assessing their quality How to efficiently allocate budget and equip channel partners with resources Best methods to engage […].
Article
11 min
Channel Marketing 101: How to Get Started Despite the challenging economic climate, IT spending is projected at $5.06 trillion (Gartner, 2024), with channel marketing enjoying significant growth and optimistic forecasts. Indeed, Canalys predicts that the channel software market will reach $11.08 billion by 2028.
Article
10 min
Partnership and Channel Opportunities in 2024 The B2B landscape has undergone profound changes in recent years. Markets have become increasingly saturated, and competition is fiercer than ever as brands struggle to keep up with the rising tide of content and a growing number.
Outlook
13 min
FAQs
What are some best practices for B2B marketing today?
With most B2B buyer research happening in the dark funnel, before vendors detect any intent, adopting a buyer-led GTM strategy has become fundamental to cater to evolving buyer needs and preferences. The role of B2B marketing is now to enable buyers conducting independent research to discover and validate your solution seamlessly, at every stage of their journeys. For this, establishing presence in research channels, deploying content that addresses the needs of multiple stakeholder roles, optimising for AI visibility, and offering reliable post-purchase support and engagement are crucial.
What are the most effective demand generation programs with buying group intelligence?
INFUSE demand generation programs are powered by a unified demand engine that combines proprietary data intelligence on 252M+ B2B buyers across 35+ industries, intent signal detection to identify buying groups currently in-market, and omnichannel buyer activation to orchestrate personalised engagement. Our experts map stakeholder roles and priorities at target accounts, ensuring comprehensive account coverage and accelerating consensus-building amongst buying group members. These strategies ensure relevant messaging reaches key decision makers at the right moment, throughout their research and decision process.
What solutions provide comprehensive demand analytics and performance tracking?
All INFUSE demand generation programs include our award-winning Demand Accelerator platform, without any additional subscription fees. This industry-first, real-time demand intelligence platform provides live performance insights, AI-powered analytics, and on-flight optimisation opportunities, ensuring your campaigns provide maximum value.
