It’s been a long while since I wrote anything substantial – a bit of a contradiction, given that one of the best pieces of advice I ever got was: always share your knowledge.
So, here it is.
I’ve just finished a new white paper: “No-Nonsense B2B in the AI Era: The Path Forward for Marketing and Communication”.
It’s a thing I wrote as much for myself as for anyone else – a way to distill the key principles of my thinking based on many years of working with B2B companies across industries.
I might start writing more of these. There’s something valuable about pausing to reflect on what really works – and capturing it in a way that helps others too.
I want to say that this white paper is also an experiment. I want to see how white papers work these days – how much pull they create and who’s actually reading my work. That’s the main reason it’s behind a form.
Also, I’m more than happy to take feedback. Any kind. I imagine I’ll update the white paper later on as conversations and the market change.
A few notes:
- This isn’t a practical guide with step-by-step instructions.
- There are no visuals, no case studies, no marketing gloss.
- It’s a strategic guide – a summary of the key approaches, ideas, and logic needed to create impact in a complex B2B world.
So what’s inside the white paper?
- The role of communication and marketing in building trust – and why trust is still the bedrock of B2B relationships, even in the AI era.
- Why strategy comes first – and how to build a core story that ties everything together.
- How to choose tactics that resonate with your audience, including the right channels and formats.
- The importance of pre-funnel engagement – educating and inspiring buyers before they even realize they have a need.
- How to think about investment, data, and reporting – finding the sweet spot between resources, results, and trust.
- When and how to use AI – where it helps, and where humans still matter most.
- How trust, leadership, and culture shape every conversation, both inside and outside the company.
- Why testing, learning, and optimizing matter – and how to keep improving in a world where change is constant.
If that sounds like something you’d like to explore, you can download the white paper here: