Buyer triggers, or category entry points (CEPs), are the moments that prompt a purchase decision. For marketers, the goal is to build mental availability which ensures their brand is top-of-mind when these triggers occur.

An analysis of traditional sales and marketing funnels, stories of real-world decision making units, and a new approach I’ve crafted — inspired by the industry and today’s b2b buyers. Read on to see what I believe is important for b2b buyers, plus some tactical strategies to build trust, nudge buyers closer to a decision and keep them as loyal customers.

January is my official four-year anniversary as a freelancer here in the Netherlands. It’s been a real rollercoaster over the years and this month I’m sharing four of the biggest lessons from 2024.

In 2025, it’s time to focus on brand-building content, nurture programs, and thought leadership, as well as short-term demand generation. Check out the data and actionable insights for 2025.

Think email is dead? Think again. 77% of B2B buyers prefer email over any other communication channel. Evidence says it’s still the most effective way to reach busy clients. So, why aren’t you using it?

Written in 2018/19 as I finished up corporate role at IBM, learn why I left my amazing advertising job to seek success.