Category: Expert Mode

Direct One CEO Evan Stewart on why most direct mail tests fail before anything prints, and what a defensible holdout and measurement setup looks like.

Parloa CMO Latané Conant argues marketing’s most valuable customer research is already sitting unused inside the contact center — and how to find it.

This article was based on the interview with TransUnion’s Matt Spiegel on the AI confidence-readiness paradox by Greg Kihlström, MarTech and AI Adoption futurist and keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here: There’s a peculiar tension in the enterprise marketing…

The future doesn’t belong to the companies that do the most with AI; it belongs to the ones that do the smartest things with it. And that requires a leader who knows what’s actually inside their AI budget.

Ralf Haug, CEO and co-founder of Yolm, thinks that peace is about to break. Yolm builds business software that runs a company’s operations and reporting on a single live database, so Haug has an obvious stake in what follows.

Ashleigh Cook, CMO at RainFocus, argues that marketing leaders should stop treating events as places where content gets delivered. In her view they’re places where buying decisions speed up, and they should be planned and measured that way.

In a conversation with Airstream CMO Mollie Hansen and Nomadics Founder Chris Pendl, we explored how they moved beyond the typical marketing playbook to build an experience that customers pay for, creating a self-sustaining engine for brand advocacy, authentic content, and genuine connection.

In August 2025, 8×8 launched The Power of You, a brand platform built on short, cinematic films about real IT and customer experience leaders from its customer base, produced with generative AI.

Underscore CEO Lauren Boyer on what CMOs really pay when an agency learns their category, and why a credentials deck full of logos isn’t specialization.

Drawing on insights from TrustRadius’s comprehensive “2026 B2B Buying Disconnect” report, which surveyed thousands of software buyers and vendors, we can begin to map this new terrain. The findings, as shared by Katie Allison, Senior Manager of Research and Insights at TrustRadius, don’t just signal a need for tactical…