The big mistake marketers are making to differentiate their brand

Queue the death march for the year of efficiency

Here’s the stat that makes people think AI is coming for my job as a marketing storyteller: 51% of B2B marketers now use AI to develop content, and 41% to personalize it.

But here’s what marketers like you should really see: a loud and clear market signal.

According to eMarketer, 40% of B2B marketers are under pressure to deliver marketing-qualified leads, regardless of quality.

And a quarter of US and UK B2B sales leaders say they struggle to justify any spend not tied directly to short-term sales activation.

Now compare that to how buyers actually behave:

• 75% of B2B buyers prefer to gather information independently

• 57% purchased tools last year without ever speaking to a sales team (HubSpot)

The disconnect is obvious:
Your CMO demands leads.
Your buyers demand substance.

But this isn’t an either/or.

You don’t have to sacrifice short-term results to build long-term strategic advantage.
In fact, when done right, brand drives revenue acceleration.

Here’s the hard truth: