How to Start a B2B Marketing Podcast

Podcasting has emerged as a powerful marketing tool. This article shares some tips to help you publish your own marketing podcast.
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Ginni Saraswati, Owner and Founder of Ginni Media podcast, Host for The Ginni Show

10 Things The Industrial Buying Influence Data Has Taught Us About Marketing to Manufacturers

There’s no denying that buying and selling strategies have evolved over the last decade, but a few common themes have held strong. We’ve compiled the last four years of Industrial Buying Influence data to uncover trends in how manufacturing professionals discover, evaluate, and purchase capital equipment. Here are the ten findings that should change how every industrial supplier thinks about their marketing.
Measuring Customer Loyalty Regarding Brand and Insistence

An approach that seems to help understand customer behavior regarding brand loyalty and insistence is the work done by experts who look at customer brand involvement as a combination of involvement and emotional content. An understanding of customer behavior finds that insistence for brands will vary based on either the brand's personality or the brand's reflection of the buyer's personality. There is an important distinction between identification with a brand and a belief that the brand identifies with you.
Buyers Are Turning to AI for Product Research. Does Your Marketing Put Your Brand in the Right Place?

The 2025 IBI survey asked industrial buyers about AI's role in their product research. The results reveal a buyer who is cautiously engaging but a shift is happening fast and marketers should be prepared.