VALIDATE / BLOG
Ideas worth exploring.
Notes on positioning, evidence, campaigns and marketing leadership in technical B2B markets.
FEATURED
AI Is Making Your First Impression. Your Buyers Are Checking Its Work.
How AI shapes a buyer’s first understanding of a technical business, and why clear evidence matters.
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NEW RESEARCH / AI + MATERIALS
AI-native chemicals: from promising science to paying customers
Seven real-world companies. What buyers are buying, what the evidence shows and the next commercial test.
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Latest articles
NEWEST FIRSTB2B Marketing Execution Is Really the Management of Strategic Ambiguity
Why B2B marketing execution often means resolving the decisions that strategy left open.
Read articleThe B2B e-commerce commoditisation trap and how to avoid it
How B2B digital buying can flatten differentiation, and what marketing can do about it.
Read articleThought Leadership in Technical B2B Is About Risk Reduction, Not Content Marketing
The role of credible expertise in helping technical buyers reduce uncertainty.
Read articleThe Crucial Role of Marketing in Promoting Sustainability in the Chemicals Industry
How marketing can make a chemicals business’s sustainability work relevant and credible.
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