Our third annual INFUSE Insights Voice of the Buyer report explores the continued defensive stance taken by B2B buying groups and the new, urgent need to optimize existing solutions and minimize risk. To put it bluntly, in 2025, organizations are prioritizing cutting fat over growing reven

Our third annual INFUSE Insights Voice of the Marketer report breaks down the key drivers of change in B2B demand-to-revenue marketing. As buyer scrutiny and defensive buying groups reshape the buyer’s journey, marketers are at the forefront of crafting innovative buyer-led strategies that

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 to increase in complexity, healthcare organizations are now refocusing on operating efficiencies to imp

Artificial intelligence continues to drive a fundamental shift in demand generation. As AI passes the peak of its hype cycle, GTM teams have become increasingly cautious with respect to its adoption, as evidenced by the influx of new roles and departments throughout 2024. 71% of leaders no

It is clear that B2B buying groups are now self-reliant in the early stages of their buyer’s journey, often progressing independently before engaging with sales teams. While they still rely on sales support later in the funnel, today’s buyers value a self-paced approach, allowing them to

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

Delivering buyers a unified brand-to-demand experience is critical for driving engagement and securing competitive displacement in an increasingly crowded marketplace. However, achieving the alignment of brand and demand approaches remains a common challenge. This is due to both being comm

Marketing Qualified Leads (MQLs) are among the most used qualification methods in B2B organizations for determining a prospect’s initial purchase intent and fit for their solutions. However, despite being widely-adopted, MQL-based models often fail to route prospects that are truly in-mark

Increased scrutiny from B2B buyers continues to shape stakeholder expectations as the B2B buying experience evolves and becomes increasingly complex. This, combined with AI's impact on content production and perception have renewed the focus on content quality and its role in delivering se